Campaign manifesto and anthem spot created for pitch:
Campaign tactics included a social media takeover launch to own and reclaim the phrase "Know Your Place", a partnership with Breather to sponsor "places" for entrepreneurial women to utilize, a Google maps overlay that allowed women to share their favorite places, and a custom podcast channel with interviews of fabulous women who have claimed their place, wherever that may be.
Manifesto & Inspiration Sizzle
Jenna Lyons. Chrissy Teigen. Sophia Amoruso.
Your kickboxing instructor who leads 20 classes a week. Your college roommate whose hand-quilted blankets are now sold in 8 states. Your sister who’s worked the night shift at the hospital for the past 16 months, and loves it. Your next door neighbor who’s freelanced for the likes of Nike, Kate Spade and Uber. Your work wife who picks up the slack on the Thursday nights when you have to rush out early.
No matter how you break ground, set trends or blaze trails, you’re in very good company.
So press on ladies of America, and remember: You already are a phenomenal, out of this world, freaking fantastic boss lady Pro. And you have the support of millions of others just like you.
Now let’s get out there and act like it.
Join the Pro Project, and Make Your Mark. TRESemmé.
Campaign tactics included a "Pro-bot" AI service to respond to customized work and hairstyle conundrums, a Facebook Live behind the scenes look at the "pros" of NYFW that don't normally get the spotlight (the stylists, models, DJs etc.), social posts and pins of quotes from the Pro Project pro panel, and clickable pre-roll and YouTube videos that showcased the Pro Panel's daily adventures and advice.