TRESemmé’s 365 Project back to inspire women to break their sleep-styling habits via Spark PHD

In 2014, TRESemmé broke ‘sleep styling’ habits with its TRESemmé 365 Project (T365). The award-winning campaign by Spark PHD, was born from the insight that New Zealand women didn’t feel they had the time or skills to do more than one or two classic styles with their hair. They called it ‘sleep-styling’.

TRESemmé embarked on a mission to prove that it is possible to have great hair every day by challenging one New Zealand girl to mix up her look for 365 days and share her journey online. The campaign was a runaway success, achieving high engagement from women all over New Zealand, and winning four CAANZ Beacons, as well as the ‘Best Integrated Marketing Communication’ PRINZ award for Spark PR & Activate.

T365 is back in 2015 to inspire more New Zealand women to break their sleep-styling habits, this time challenging two influential women to create a different hair look every day, for 40 days.

The Edge deejays Steph Monks and Megan Annear are living out their daily hair wins and challenges across multiple touchpoints in the MediaWorks portfolio.

Says Monks: “I am so guilty of sleep-styling. Normally, I’ll just whip my hair up in a bun, or leave it down and frizzy, so this challenge has been amazing for me. I’ve had some great feedback from friends and listeners who have heard about the challenge through listening to our show, and are now trying to break their own sleep-styling habits.”

The girls also gave one ‘style seeker’ a New York Fashion Week experience by challenging women to upload their hairstyle to Instagram.

To date, the campaign has captivated New Zealand women receiving more than 1,500 Instagram competition entries, 25,000 unique visits to the TRESemmé hub on theedge.co.nz and more than 120,000 views across the six how-to hairstyle videos.

Says Annear: “I feel really special to be part of this nationwide anti-sleep-styling TRESemmé movement and am excited to continue to grow with it in the years to come.”­­­

T365 has been a collaboration between Spark PHD and the MediaWorks Integration team.

Says Chris Lloyd, sales manager, MediaWorks Integration: “From initial briefing, through to the execution of a truly cross-platform integrated and content-led campaign, it has been total teamwork. Together, Spark PHD and MediaWorks have covered all aspects of creative development, production, media planning, talent negotiation and social curation. We are really thrilled with the success to-date. It is the result of a winning combination – a brave client, great ideas, and a team committed to great results.”

PHD Group’s unique ‘Connected Specialist’ model sees teams work together with dedicated best-in-class experts across Spark PHD, PHDiQ and Spark PR & Activate. The agency has a wealth of expertise from strategy, trading, biddable media, programmatic and data through to content, social media, PR and activation, which they use to provide clients with campaigns that deliver excellent results.