Tick Yes

Taft Full On is a Schwarzkopf product unique to Australia. The brand was re-launched in March 2008 and positioned as a styling brand for the male youth market.

The Challenge

Schwarzkopf needed a fresh marketing perspective and strategy to drive awareness of Taft Full On to the male youth market in order to generate sales and compete with the leading youth hair styling brands.

The Strategy

To secure market share and engage today’s Gen Y demographic, Tick Yes devised a strategy that would both increase awareness of the brand and capture user details to be utilised in following campaigns. Product information was featured on a graphically appealing site with the strategy initiating additional content being added by the website community, promoting greate brand advocacy and loyalty.

The Results

Through Full On World, Taft now has a vehicle to connect with its consumers and a foundation from which to develop their online and offline promotional communications in targeted and relevant ways.