mcgarrybowen and P&G’s hair care brand, Aussie, began working together in 2012 to improve declining sales and create a new brand position.
Length of Relationship
The main partnership objective between Aussie and mcgarrybowen was to increase the brand’s market share by creating a strategy grounded in the inherent benefits of the Aussie product offering. They created a pilot Dentsu Aegis Network consolidated model for Aussie to drive efficiency and further collaborations among agencies and client. mcgarrybowen and P&G created a working structure that consists of a weekly strategic communications plan. In this plan, mcgarrybowen meets with all partner agencies and the client brand team to discuss current initiatives and latest business updates.
The P&G client is a true collaborative partner throughout the creative and strategic process. They dedicate time to acknowledge the agency’s concepts, ideas and recommendations. mcgarrybowen drives incremental value for the client through its creative, strategic insights, operations and production efficiencies. They lead creative and strategy across all touchpoints, including video, print, OOH, banners, website and social platforms. mcgarrybowen also acts as the inter-agency lead in the Dentsu Aegis Network consolidated model, maximizing efficiency within the model and ensuring collaboration and holistic thinking in all communication with the client.
One of mcgarrybowen’s most memorable campaigns for the hair care brand is #DitchTheDrama campaign. They teamed up with the producers of the viral “Sh*t Girls Say” videos to highlight the funny side of hair care, encouraging women to not care as much about their hair. According to an Aussie survey, women run late an average of one day a week because of their hair. The results of the survey inspired women to Ditch the Drama and not let complex hair routines get in the way of life.
The “Sh*t Girls Say” campaign increased Aussie’s sales goals for 2015 by more than 15 points, earning the brand an upturn investment for 2016. Both versions of “Sh*t Girls Say” garnered 12 million and 20 million views on various social media platforms. With the consolidated operating model, P&G reduced its yearly advertising cost and improved its process efficiencies by 20%.