In 1898, Hans Schwarzkopf, a chemist based in Berlin, opened a small drugstore. More than a century later , Schwarzkopf is one of the biggest hair caire companies in the world with customers in more 125 countries and one of the main Henkel group brand.

To promote their new range of product called « Got2be » Schwazkopf launched an hashtag campaign via Instagram. To do so, the brand gave access to their users to a selfie generator, that creates pictures with the brand look & feel and a moto added by the users themselves. Then users just had to publish the picture from their public instagram account using #MEbyME to get a chance to win a trip to Thailand including accomodation, flights and a pass to a full moon party as well as Schwarzkopf products from the « Got2Be » range. Schwarzkopf also use some of the users pictures for a huge poster campaign in Paris.

What were the benefits for Schwarzkopf?

– The brand closer to the consumer

– Storytelling thanks to visual content

– Product promotion