Hair Obsessions and Confessions
with Jennifer Aniston
The two previous social campaigns I had created built up Living Proof’s awareness and value so greatly that they were able to engage Jennifer Aniston to join the company. I was tasked with capitalizing on that.
To capture the energy of Jen’s joining the company, a program was created, including a web series, social campaign, and UGC contest where fans shared their hair care stories for a chance to meet Jennifer and a session with her personal stylist Chris McMillan.
The progam generated over 250MM impressions. Sales increased five-fold in the first year of the program and continued to rise. In January 2017, Uniliver acquired the company.