The Australian Hair Fashion Awards held at Sydney Town Hall earlier this week saw awarded for the most innovative marketing campaign.
Judged by a panel of industry experts in London, the category recognises the hair company or salon with the most innovative and revolutionary marketing campaign.
And it seems the judges know what they’re talking about - the campaign managed to cumulate a 300 per cent growth in direct phone enquiries and a 36 per cent increase in sales for the brand.
We are so excited to receive this award considering we are such a young company in the hairdressing industry,” says muk company director Mark Gariglio. The primary objective of our campaign was to establish a clear visual point of difference between muk Haircare and the various ranges of haircare brands in the market place today. We wanted to make a statement!
Our main priority was to lean away from the traditional hair styled photo shoot and more towards creating a brand ‘feeling' and 'emotion' with our advertising imagery and marketing campaign. We did this with a campaign that was true to the concept of our brand, being non-conformist, naughty and sexy."
Following the success of this campaign, Gariglio is already looking at creating the next campaign for 2012. "The new campaign will be quite different and more edgy, but still representing the essence of our brand. We are on the lookout for a new global artistic director who can work on the project with us and take the brand to the next level in the hairdressing industry. Hopefully we'll be jumping on a plane to Chicago soon to start shooting and [will] launch the campaign in the second half of the year!"
