TRESemmé: The PR box creators couldn't wait to post.
TRESemmé wanted to build excitement around its Lamellar Shine range, and asked us to do it with a mailer we could share with creators. We designed a black and gold box that told the story of the range and was made to be filmed, then sent it to nano to mid-tier creators who fit the brand. It delivered 322 posts, a 64.4% post rate that beat target by 157.6%, and more than 15.7M impressions.
Results at a glance
322 pieces of creator content posted.
64.4% post rate, 157.6% above target.
15.7M+ impressions generated by the mailer.
Creators get sent a lot. This box had to stand out.
TRESemmé wanted people excited about its Lamellar Shine range, and the brief was a mailer we could send to creators. Getting a box onto a creator's doorstep is the easy part. It had to be good enough that they'd want to share it with their audience, and that sharing is what would build awareness of the range.
Generate excitement around the Lamellar Shine range through a creator mailer.
Bring positive awareness of the Lamellar range to creators' audiences.
Make the unboxing the content.
A creator only posts a mailer if opening it feels worth filming. So we put the work into the box itself, and made sure every detail gave creators something to show.
01
The insights
Creators are sent a lot of PR, and only some of it makes it on camera. The boxes that get posted feel like an event to open: a reveal, a bit of theatre, something their audience hasn't seen yet. That meant the mailer had to wow creators before it could do anything for TRESemmé. Capture their attention first, and the posts, and the awareness that comes with them, follow.
02
The strategy
We designed a TRESemmé mailer for the Lamellar Shine range and partnered with a range of nano to mid-tier creators to receive it, building every part of the box around the moment it gets opened on camera.
Visually striking from the outside
Black and gold packaging with a gold shimmer and Get your shine on across the box, carrying TRESemmé's branding throughout, so the unboxing looked good before the lid even came off.
A story about the product
Inside, the lid set up the promise of an ultra glossy salon finish, framed with vanity mirror lights. The range sat underneath, with a new mask introduced as the latest shiny addition and a personalised note for the creator.
The right creators
We selected and partnered with nano to mid-tier creators who aligned with TRESemmé's brand, so the unboxings sat naturally alongside the rest of their content.
Campfire services on this project
03
The impact
Creators posted 322 pieces of content, a 64.4% post rate and 157.6% above target. The mailer generated more than 15.7M impressions and the sentiment was overwhelmingly positive, which met TRESemmé's goal of bringing positive awareness to the Lamellar range. People were trying the products, not just admiring the box, and the comments said so: “Used all this yesterday and I'm obsessed”, “I've started using the Lamellar range and I love it!” and, our favourite, “Thank you @tresemmeuk for this unbelievable mailer! The mask and the serum are calling me!”