Clairol Nice & Easy

Client: Wella

In a bold departure from its usual linear TV approach, Wella’s advertising agency, Digitas, partnered with LG Ad Solutions to embrace Connected TV’s (CTV) power and target a new audience of women aged 35+ to drive product awareness of its Nice and Easy product. Conversely, this shift represents a move for the brand towards a new and bold approach, leveraging high-impact creative and video formats on LG TVs.

By testing a combination of innovative and traditional CTV formats, the campaign targeted three distinct subsets within the target audience - the expressionist, first greys and core consumer. It then broke new grounds by harnessing first-party Automatic Content Recognition (ACR) data to pinpoint this new audience, and by excluding Broadcaster Video on Demand (BVOD) and YouTube, it was able to drive incremental and unique reach. In addition, the brand transformed its presence by exploring new formats, helping it break free from ad fatigue and cut through the clutter of a heavily saturated market.

Executed programmatically for efficiency and scale, the campaign proved transformative in elevating the brand’s presence to deliver a distinctive experience to an untapped audience segment. Unsurprisingly, the campaign was a huge success, delivering impactful results that exceeded expectations.