The Secret is Out. Mozaik has won an award for “Spreading the Batiste Secret” campaign in the category “Best Social Media Strategy for Brand Awareness” at this year’s Social Media Awards. But what secret was revealed?

Batiste Dry Shampoo decided to share its “secret” for refreshed hair between washes in just 4 steps. The primary goal was to transition the physical campaign “Spread the Batiste Secret” to the digital world through social media to boost brand awareness. A distinctive “Spread the Batiste Secret” pop-up stage appeared in various commercial spots, at different times within the city. Proud to be working with the Batiste team our aim was not to only increase brand awareness but also connect the product with different uses on different occasions and showcase how you can get the perfect “quick hair look with Batiste when going out, attending an event etc. Our goal was to utilize all brand social channels to communicate the campaign to its fans but also promote its benefits to a wider audience. We also invited the public through social media to attend the campaigns’ themed events where they could be informed about the product’s benefits, get the perfect hair look in just 4 steps, be photographed, entertained, and win many gifts. Our true purpose was to “spread” the Batiste secret through social media, enhance brand awareness and turn consumers into brand ambassadors.

To boost brand awareness through social media, we devised a two-phase campaign. In the teaser phase, we posted on Facebook, Instagram, and TikTok, creating anticipation around Batiste’s “secret” while also creating a buzz about something big that was about to happen at “The Mall Athens.” The campaign’s teaser material was shared on the brand’s social media channels, as well as the channels of selected influencers who showcased before-and-after hair transformations without revealing the brand. In the launch phase, we promoted events through the brand’s and influencers’ channels, inviting the public to discover the “secret.” We also supported live coverage from the event on the same social channels featuring hairstylist tips, games, competitions, and event highlights, all under the branded hashtag #SpreadTheBatisteSecret. The second phase revolved around the Release Athens Festival under the hashtag #SpreadTheSecretSpreadTheBeat and was aligned with the appearance of pop singer Rosalia. Influencer Alexandra Exarchopoulou engaged with the audience, sharing live moments, posts, stories, and TikTok videos to authentically showcase her Batiste experience.

Through our targeted campaign, we effectively promoted the brand and the two major events. Dedicated social media campaigns for each event comprised 42 posts and 72 stories across Facebook, Instagram, and TikTok, attracting 25,000 visitors to the physical promotional points. The material from both phases generated over 14,000,000 impressions, 6,000,000 video views, and an average reach of 1,500,000. This resulted in a remarkable 80% target audience coverage and a 94% increase in engagement rate, reflecting the audience’s interest and interaction with the campaign. The campaign’s success extended beyond social media, as it successfully drew 25,000 attendees to the events. These visitors had hands-on experiences with Batiste products, sampling the wide range, creating 500 quick and easy hairstyles, and 1,000 festival hair and glitter looks. They discovered how Batiste could give them a fresh and rejuvenated look. These attendees also became brand ambassadors by sharing photos of the products on the installation’s impressive swing while using the campaign’s hashtags, spreading the secret to their followers.

Successfully blending the physical and digital worlds, our “Spread the Batiste Secret” Social Media campaign effectively boosted brand awareness, informing the public about the brand, the thematic events, range of products and benefits. The triumph of our campaign is due to the efforts of our team that have been officially recognized with a Bronze social media award.

The Secret is out, but there are still more to come. Stay tuned!