DRINK YOUR SHAMPOO.
Health-conscious folks spend too much time worrying about what they’re eating & not enough on what they’re lathering, rinsing, & repeating. We highlighted the surprisingly revolting nature of most shampoo by encouraging people to drink them.
*THIS IS A SPECULATIVE CAMPAIGN
DEVELOPMENT
Rough sketch of the Good Goddess Hair Care campaign's visual design.
Shampoo is kinda gross. A single bottle is made of 70% chemically-treated tap water & of 30% ingredients that have been so severely heat-treated & nutritionally-depleted that you’re essentially scrubbing sludge onto your head. Nice-smelling sludge, but sludge nonetheless.
Compare that to Good Goddess Hair Care, which swaps city water out for aloe gel & coconut milk, cold-blended for a nutrient-rich, happy-hair concoction.
With health-conscious folks guzzling all-natural smoothies, you’d think they’d exercise the same level of care for their hair. Naturally, we tied the two together &, with many, many asterisks, encouraged people to drink their shampoo.
We started by partnering with a popular healthy smoothie chain to debut Good Goddess’ limited-edition “City Water Shampoo” as a purchasable item. It was drinkable, of course, but was devoid of any real flavor or nutritional value.
This carried onto the Good Goddess website, where, using a promotional water bottle supplier, we offered “City Water Shampoo” as a limited-edition item (that comes with a free shampoo bottle).
The sludge oozed into our social strategy & digital ads. Bubbly icons & people sang praises of city water shampoo, with cute bottles adorned with “goop”, “slime”, & “muck”.
Even though this is a portfolio piece on a marketing website, please, please don’t drink any shampoo. Unless it’s Good Goddess.
MESSAGING
DRINK YOUR SHAMPOO: Health-conscious consumers want a haircare brand that’s just as healthy as their morning smoothies. This campaign pits gross copy with bubbly icons, typefaces, & people, educating consumers on why their gut reaction to avoid drinking shampoo is right, but not for the reasons they think.
ASSETS
Good Goddess Shampoo foams & scrubs, so up from the suds came visuals & colors just as bubbly.
Opake Heavy was our first choice, curvy & bouncy as a good lather. Quicksand has similar “foamalicious” qualities, with rounded text for improved body copy readability.
The icons were developed with soft corners, rounded eyes, & happy features to best embody the comfy, caring nature of the Good Goddess brand. This continued to the shampoo bottles, based on actual packaging design but taken to exaggerated extremes. All this positivity is important, since, in case you forgot, we’re talking about drinking sludge.
Our campaign’s palette highlight Good Goddesses mission: green for healthy ingredients, warm colors for all that zest.
CHANNELS
DIGITAL (DISPLAY)
IN-STORE (PRINT & PRODUCT)
WEBSITE
SOCIAL (ORGANIC & ADS)
TRANSCRIPT:
You don’t have enough city water in your diet. Everyone knows that shampoo is 65% chemically-treated city water. We engineered our shampoo with 100% for maximum hydration. Lather, rinse, drink like a smoothie. It’s hair care, your way.
City Water Shampoo. Available for a limited time at GoodGoddessHairCare.com.
TRANSCRIPT:
The best morning routine. Obviously, you need sludge. Usually, it’s made with 65% chemically-treated city water & boiled for 3 hours, but if your sludge has more water or is boiled longer, then it’s OK.
​
Next, a super yummy smoothie. I make mine with a base of coconut water & aloe gel, a little bit of yogurt - & a whole bunch of healthy ingredients. That’s it! Now you’re ready to start the day!”
​
(Your smoothies are super healthy. Your shampoo, not so much. Good Goddess Shampoo: It’s like a smoothie for your scalp.)
TRANSCRIPT:
My Secret? I drink City Water Shampoo. Only natural ingredients. Except for some chemicals.
​
City Water Shampoo. Available for a limited time at GoodGoddessHairCare.com.
RESULTS
The following results only include data from the two-month run of the campaign.
In total, 351,425 people ordered the “City Water Shampoo” from our partnered smoothie bar. 49,259 reviews that mentioned “Good Goddess” were left on our partnered smoothie bar’s Yelp & Google Business pages.
​
Brand mentions on social media increased from an average of 8/week to an average of 1,839/week. TikTok followers grew by 3,529,325. Instagram followers grew by 1,396,235.
​
Compared to pre-campaign numbers, display ads saw an increase in click-through rate (CTR) by 47%, with the conversion rate of that cohort totaling 79%.
Despite stocking 1,000 water bottles at a time, Good Goddess sold out of limited edition “City Water Shampoo” three times. After purchasing the limited run item, 98% of customers made a secondary purchase within 2 weeks, & 89% made a tertiary purchase within 5 weeks.
Total revenue increased by 78%. Previous buyers increased their average spending by 24%.
