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Through Let's Dance, we got a great possibility to be a part of the production and display our Sunsilk styling products in a highly relevant environment.

Maria Lövdén, Nordic Brand Manager, Unilever Home and Personal Care

Destination

Unilever wanted to increase the sales of Sunsilk products and get the right associations with styling and glamour. The Hair styling category in Sweden is very competitive, where one has to go beyond regular campaigns to stand out from the category clutter and engage consumers.
Our challenge was thus to reach the target group and deliver the communication message in a natural and fitting way, that is also impactful enough to cut through the clutter.

Platform

MindShare recommended and negotiated a unique cooperation for Sunsilk with TV4's "Let's Dance" show through the production company as the regular sponsorship alternatives were sold-out. The cooperation included the TV show as well as the show's and Sunsilk's websites, and went beyond traditional sponsorship as the product was displayed in the editorial content through a Sunsilk-branded studio.

Design and Delivery

MindShare persuaded the production company to focus on the participants' hairstyles - created using Sunsilk styling products of course. Interviews were made with Jonas Wramell, the show's stylist, and the dancers about the beautiful hair styles. There was a continuity and a build-up through the series of shows.
A video hairstyling guide was included on Sunsilk.se where Jonas guided the visitor through a video that explained how to do certain hairstyles - e.g. for tango, while listening to tango-tunes.
The stylist and the studio concept were also used live at various events around Stockholm and retail activities were also connected to this concept.

Evaluation

The TV programme was very successful delivering 840 trps over the 12 weeks. The internet campaign on tv4.se delivered in total 6.6 million exposures and had a click-through-rate of 0.89%, more than four times the standard.
The campaign also received big publicity with coverage in women's magazines, fashion blogs, msn, hotmail, messenger and young hang-outs.