CASE STUDY: skelp!
- Mia Hardman
- Apr 3
- 2 min read
In February, we worked with innovative scalp & hair care brand, skelp!, to launch their latest product - the Rehab All-In-One Leave In Treatment Spray with a 360 campaign that combined science, sunshine and scalp health.
The brief
Launch skelp!’s new Rehab All-In-One Leave-In Treatment Spray and cement the brand as a category leader in scalp and hair health. The strategy needed to drive media coverage, influencer engagement and consumer awareness - all while introducing the brand in a way that felt educational, culturally relevant with a social-first mindset.
The idea
You check your skin in summer... but what about your scalp?
Introducing the skelp! Summer Rehab - a pop up scalp bar designed for summer hair in distress. Popping up in Bondi, guests can drop in for a professional scalp analysis from our leading trichologist, sample the product range and were even treated with branded icy poles and other goodies.
Our approach
UGC content - Create hype ahead of the official launch for the brand through influencer gifting
Bringing consumers in - A Bondi takeover which targeted media, influencers and consumers
Education and authenticity - leveraging key spokespeople including skelp!’s head of formulations, a leading trichologist and an editorial hair stylist to add credibility and substance.
The results
54 placements with over 24 million editorial reach
505k + social reach
80% of media coverage ranked Tier 1 for impact
100% positive sentiment across media, influencers and consumers
Why it worked:
Experts matter - having a strong spokesperson can add weight and credibility to your story and bolster pitching efforts. It’s important to consider having spokespeople or talent that can speak on a range of different beats to ensure a nice cross section of coverage and positions the brand as an authority.
Letting the consumers in - Consumers want to be a part of the experience, they don’t want to just watch it through their phones. The Bondi activation gave consumers an opportunity to engage with the brand IRL (particularly important for brands that do not have brick-and-mortar stores) and become a part of the story.
Making the event sweat - The skelp! team used the opportunity to capture vox pops and social content with consumers that was rolled out across socials post event. Thinking beyond just the day of the event and how you will amplify the content capture beyond is essential to get the most value from the investment.
Location, location, location - if you are considering a consumer activation, it’s imperative you consider how much foot traffic you can expect as you can’t rely on pre-promotion alone. Bondi Beach gave us both the
