Description:

The Opportunity:
For the first time since launch, MONDAY Haircare was slated to release 10+ new products, expanding its range to include dry shampoo, a hair supplement and travel-sized ‘mini’ bottles of product. A fresh and exciting digital and social media campaign was required, both to excite beauty enthusiasts and to introduce the unique features of each product.

MONDAY Haircare’s audience is largely Gen Z and Millennial females. These digital natives are highly social, aesthetically driven and excited by novelty. Creating buzz on social and digital platforms is key, as they are constantly inundated with new brand and product offerings. These consumers see beauty as an extension of their identity: the brands and products they align with signal not only what their ‘aesthetic’ is, but their values. To them, brands are a form of community.

MONDAY Haircare is available in more than 30 countries with 80-plus retailers, both major mass names and more niche beauty and fashion retailers. The brand’s approach is to be highly accessible while remaining elevated and aspirational, and all content should reflect this.

The Approach:
To bring the new products to life, each was assigned a relatable 'personality', through which the audience could see themselves reflected and align accordingly. This concept was titled ‘MONDAY Mood’. The tone was intentionally fun and upbeat, to not only convey novelty but to feel positive and welcoming, closely tying into the brand’s attainable approach. The design elements feel optimistic and enticing, to create buzz around these new launches and encourage trial.

Bespoke 3D elements were created to convey the unique features of the product, such as flavours, scents and ingredients. Through the use of these almost-tangible elements, MONDAY’s new products come to life in a way that goes beyond a screen.

The power of MONDAY’s signature ‘millennial pink’ brand colour cannot be overstated, and this was carried throughout. While pushing the aesthetic into new and exciting design territories, the brand identity remains undeniable in this campaign. All assets were created with a digital-first mindset, both out of best-practise and also with the digitally savvy MONDAY customer front-of-mind. The use of 3D, motion, colour, sound and quick pacing was all selected to excite and intrigue a Millennial and Gen Z audience.

The Results:
Digital ads created for YouTube as part of this campaign have been viewed almost 70 million times.

The ‘MONDAY Mood’ concept received almost 20 million views across Meta and TikTok.

One OOH digital advertisement that was created as part of this campaign, located in Auckland, was shown over 60,000 times and was estimated to have been viewed 1.2 million times.

MONDAY’s Hair Gummies have been an especially strong commercial success, performing at 600% their initial sales forecast in the first three months on shelf—increasing to 700% in April 2023.

The campaign has also contributed to the strong success of MONDAY’s Mini bottles. These now account for USD$1 million in monthly sales, a 185% increase since this campaign first appeared.