Intermarketing (IMA) has created an built-in brand campaign to launch the new campaign proposition, ‘Fiercely You’, for haircare brand Cloud Nine.Aimed at reversing and highlighting the beauty industry’s tactic of promoting perfectionism – perpetuating a poisonous ‘evaluate and despair’ tradition – Cloud Nine strives to create a brand new mind-set. The brand is responding to the strain to be excellent, noticing how damaging that is to individuals’s vanity and psychological well being. ‘Fiercely You’ is about releasing your self from the strain of perfectionism and celebrating your personal type. Cloud Nine goals to empower shoppers to have a good time their particular person type and really feel fiercely themselves.The campaign elevates the expertise of Cloud Nine’s styling instruments and brings the brand’s ethos to life by way of daring colors, fierce pictures and assured fashions.
IMA developed the technique, channel plan, artistic course, manufacturing and execution for the content-led digital and social campaign.Jo Fox, group gross sales and advertising director at Cloud Nine, stated: “We’re so excited to work with IMA on this campaign. It means a lot to us to associate with an company that actually understands our mission.“Challenging perfectionism and celebrating particular person type is so vital to us and IMA have performed an excellent job. We’re so happy with the outcomes and can’t wait to get began on the subsequent section.”Emily Crabtree, director of shopper providers at IMA, added: “We’re thrilled to be working with Cloud Nine on this campaign. It was vital for us to carry the proposition to life authentically and the group nailed it.“The campaign referred to as upon a number of of our specialisms from channel technique and artistic by way of to 3D and influencer advertising, so it was a very built-in strategy.”
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