Cell Phones, Web Are Essence of Clairol Campaign

Share this content:
Procter & Gamble Co.'s Clairol unit is using the Web and cell phones to reach teen girls and young women for its Herbal Essences hair-care brand.

Through m-Qube's mobile content and messaging platform, Clairol offers Herbal Essences-themed ring tones and wallpaper for cell phones. The idea is to create a bond between the brand and consumers at ease with the wireless and Web mediums.

"It's the first cross-carrier mobile storefront for a major packaged-goods brand in North America," said Mike Troiano, senior vice president of client development at m-Qube, Boston.

Consumers register on www.herbalessences.com/mobile with their e-mail address, password and profile details to join Club Herbal and Herbal Mobile. For $2 apiece they can buy a ring tone or a wallpaper of their choice online. The purchased item is sent to the buyer's cell phone and charges added to the consumer's wireless bill.

"They're interested in driving registrations for Club Herbal," Troiano said.

Herbal Mobile members gain other benefits, too. They can send text messages to friends, receive hair-care alerts and participate in a compatibility quiz.

A key application in this effort is the ability to let users text in questions to the "Oracle of Essence." Consumers text the word "herbal" to a designated number to get the answer on the phone. Answers are similar to a Magic 8 ball's: yes, no, maybe, definitely, absolutely and try again.

M-Qube partnered with interactive agency Apperture, Cincinnati, to create the herbalessences.com/mobile microsite. The site is not WAP-enabled, meaning consumers cannot buy directly from their cell phone handset.

A recent acquisition of Cincinnati-based P&G, Clairol produces shampoo, conditioners, hair color and other styling products. Its latest push will mesh with its new marketing campaign taglined, "Never Underestimate the Power of Herbal."

"They're trying to reach their target in a medium they perceive as their own," Troiano said. "People in this age group use their cell phone as a mechanism of branding themselves. The ring tone use, the wallpaper -- it says something of who they are to the people that are around them."

With branches in Redmond, WA, and Toronto, m-Qube offers a single interface for connectivity, a content catalog, application development, monitoring, billing and delivery. It lets brands deliver ring tones, games, images and messages to consumers through ties with the nation's leading wireless carriers.

Others using m-Qube's technology include Warner Bros. Records, Canada's MuchMusic channel, Virgin Mobile Canada, World Wrestling Entertainment and Rhino Records. They pay a fee for development, and m-Qube shares the revenue generated from site sales with its carrier partners.

"The important thing about this model is that not everything for the consumer is free," Troiano said. "There is something in it for the carrier."


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above