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BATISTE DESERT ISLAND 

THE BRIEF

After a year of business contraction due to COVID-19, Batiste Dry Shampoo's momentum had halted for the first time ever. And with copycat brands borrowing from their identity, they were struggling to regain their place in the market. They needed a fresh look, a unique personality and a standout approach to differentiate themselves.

With a list of RTBs in hand, we had to come up with a new way to talk about the brand and its strengths while still communicating the hair category’s greatest proof point with before-and-after product results. In other words, we still had to show beautiful hair as a result of using Batiste Dry Shampoo.

 

We accepted the challenge of taking a traditional beauty brand out of its comfort zone and into a space they could truly call their own.

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THE SOLUTION

After an audit of creative work done across the beauty industry, we realized there was an opportunity to own a more comedic space. While most beauty brands are going for glamour and taking themselves quite seriously, a dry shampoo like Batiste had permission to be a little funny. It is, after all, a bandaid type of beauty product—designed to get you out of a bad-hair situation.

 

We were inspired by the common dinner party question, “If you had to be stranded on a desert island, what would you take with you?” Eureka! No one wants to be stranded on a desert island looking like a bum. How ever would they keep their hair clean and shiny? The only plausible answer was Batiste. And so, the idea was born.

 

We casted improv talent, flew to Florida and set up our own desert island—complete with parrots, clamshells and a whole lot of off-the-cuff script changes. 

 

This departure from Batiste’s work to date was a chance for the brand to step forward with a voice unlike any other dry shampoo on the shelves.

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THE IMPACT

 Launch Results:

  • 7/1 with immediate market response

  • 15.4% increased velocity over the prior month

  • Share growth jumped .6pts from the month before the campaign, returning Batiste to the position of largest share growth in the category

  • Sales verses YAG jumped 6.7% over the previous month’s growth

 

Continued Results:

  • More than 3 times the dollar growth compared to a year ago 

  • New record high in share, growing +3.6pts over the prior month

  • Campaign has been a best-in-class performer on key equity benchmarks including brand awareness, affinity, and purchase intent

  • Best in class lift in awareness (4% vs. 3.1%) and best in class lift in intent (2.8% vs. 1.8%)

 

Targeted Results:

  • F13-24 target saw a +3.67 absolute lift

  • F25-34 target saw a +4.06% absolute lift


YouTube TrueView Results:

  • (:30) spot received Best in Class with +3.50% lift in awareness and +3.03% lift in purchase intent 

  • (:15) spot received Best in Class with +4% lift in awareness and +2.79% in purchase intent

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