#HABAcadabra Campaign

THE BRIEF: The campaign must establish that with Sunsilk Strong & Long Shampoo and Conditioner, you can have strong hair as it grows however long you want it, so you can experiment life to the fullest.

THE INSIGHT: With Sunsilk, keep hair growing to keep on going!

THE IDEA: With Sunsilk Strong & Long hair, you can magically transform from one hairsonality to the next—just like magic! #HABAcadabra*

*HABAcadabra is a play on the two words haba (meaning long) and abacadabra (a term used when a magic trick is completed)

THE EXECUTION: A series of #HABAcadabra Hair Tutorial Videos launched the campaign, showing each unique Sunsilk Strong & Long hairstyle being magically made in just three easy steps! Kathryn Bernardo, Sunsilk endorser and young celebrity, was chosen to host these tutorials. The videos were repurposed to create pocket content and amplify the campaign further through Step-by-step Videos, Omnibus Videos, and Content Partnerships.

THE RESULTS: The campaign garnered 7.5 Million views from all tutorial videos, and over 400 posts of girls posting their own #HABAcadabra hairstyles on social media.

MY ROLE: I was the Copywriter for the entire campaign. I helped come up with the Big Idea, edited all ATL executions that were initially created by the ATL agency, and crafted copy for all the Hair Tutorial scripts, digital ads, YouTube cards, and online shopping partnership cards.

THE REWARD: My team was able to acquire the competing agency's scope, influencing the tagline for the TVC, Radio Commercial, and Billboard.