Amika - Let's Get Cleanical
360° product campaign for the Amika shampoo and conditioner line that resulted in Amika becoming the No.1 brand at Sephora.
360° Product Campaign: Social, Digital, Video Ads, Out of Home, In-Store, Experiential
12.8% lift on YouTube
22% lift among the 25-34 demographic
#1 haircare brand in Sephora
#1 most trafficked brand on sephora.com.
+35% growth in their shampoo and conditioner category.
Amika is a Brooklyn-based haircare brand with a cult following. They asked us to help launch their shampoo + conditioner line, with a campaign that highlights the science behind their clean and effective formulas for diverse types of hair while maintaining the brand’s colorful and relatable tone of voice.
We decided to focus on the clinical aspect of the products but in an Amika way. So, we created ‘Let’s get Cleanical’, an 80s-inspired campaign where the Amika R&D department takes the stage to walk us through some of the most impressive clinical highlights of the new shampoo + conditioner product range.
We partnered with French photographer and director Boris Ovini, known for his edgy editorial work, or his Skims campaigns. On the other hand, we brought in Brooklyn-based Heidi’s Bridge, an established photography and set design studio with extensive experience in food, to create the juiciest product compositions, as well as the set design of the campaign. The combination of these two teams truly delivered something fresh and unexpected.
The strongest-performing branded content to date with 12.8% lift on YouTube and a 22% lift among the 25-34 demographic, Amika instantly became the Number 1 haircare brand in Sephora and the most trafficked brand on sephora.com. Lastly, it produced a +35% growth in their shampoo and conditioner category.
"Let’s Get Cleanical campaign represented another winning partnership between Amika + RXM. The campaign has delivered incredible results across all marketing + business KPIs.
The media videos have been our strongest-performing branded content to date, delivering +12.8% awareness lift on YouTube, with +22% awareness lift with our target 25-34 customer.
The brand achieved #1 hair brand at Sephora in July and was the #1 trafficked hair brand on sephora.com in June!"
K. Martin, Senior Vice President Marketing