Bringing Viviscal to Life with Women’s Stories
How do you change the conversation on women’s hair loss from hopeless to hopeful?
40% of women experience hair loss, but few talk about it due to social stigma. And even fewer women realize there’s a solution to their hair loss: Viviscal.
Viviscal had 25 years of clinically-proven effectiveness but low brand awareness, due to their reliance on DRTV. The 360 rebranding needed to position Viviscal as the most trusted, effective hair regrowth supplement on the market. The challenge was figuring out how to do this in an emotionally resonant way.
After receiving handwritten letters of how Viviscal had helped multiple women regain their confidence through hair growth, we made the decision to change the way we spoke. Instead of talking at women dealing with hair loss, it was time to start listening to them, and championing their first-hand experiences with the product.
Interviews with real Viviscal users made us realize hair loss was more than a vanity issue. Women’s hair was tied to their unique sense of self. Reclaiming their hair with Viviscal was truly powerful because it enabled them to feel fully themselves again.
These women’s stories became the backbone for Viviscal’s first-ever 360 campaign. We kept our message authentic by featuring real Viviscal users in the campaign’s TV commercials, digital display units, print ads, and other social.
Social engagement skyrocketed, retail sales increased, and Viviscal.com subscriptions went through the roof.
Most importantly, at the heart of every engagement were real stories that illustrated the essential role Viviscal plays in a woman’s hair regrowth journey.
- 32% lift in retail sales
- 63% increase in sales call volume
- 77% increase in Viviscal.com subscriptions