Privacy Policy Church & Dwight Bringing Viviscal to life with women’s stories. 360 Campaign • Consumer Research • Experience Design How do you change the conversation on women’s hair loss from hopeless to hopeful? Background 40% of women experience hair loss, but few talk about it due to social stigma. And even fewer women realize there’s a solution to their hair loss: Viviscal. Viviscal had 25 years of clinically-proven effectiveness but low brand awareness, due to their reliance on DRTV. The 360 rebranding needed to position Viviscal as the most trusted, effective hair regrowth supplement on the market. The challenge was figuring out how to do this in an emotionally resonant way. “ Viviscal has gone from an ‘as seen on tv’ brand to one that’s emotionally connecting with women experiencing hair loss. Emily Irwin Marketing Manager • Viviscal Journey After receiving handwritten letters of how Viviscal had helped multiple women regain their confidence through hair growth, we made the decision to change the way we spoke. Instead of talking at women dealing with hair loss, it was time to start listening to them, and championing their first-hand experiences with the product. Interviews with real Viviscal users made us realize hair loss was more than a vanity issue. Women’s hair was tied to their unique sense of self. Reclaiming their hair with Viviscal was truly powerful because it enabled them to feel fully themselves again. These women’s stories became the backbone for Viviscal’s first-ever 360 campaign. We kept our message authentic by featuring real Viviscal users in the campaign’s TV commercials, digital display units, print ads, and other social. Viviscal user writing in her diary Print campaign Instagram campaign “ Rarely do we get the chance to work on a brand that not only inspires, but moves us. Viviscal has been that brand. Ben Loh, Addie Stuber Razorfish • Creative Team Outcomes Social engagement skyrocketed, retail sales increased, and Viviscal.com subscriptions went through the roof. Most importantly, at the heart of every engagement were real stories that illustrated the essential role Viviscal plays in a woman’s hair regrowth journey. 32% lift in retail sales 63% increase in sales call volume 77% increase in Viviscal.com subscriptions “ At one point, there wasn’t a dry eye on set… To hear how not only had Viviscal changed these women’s hair, but changed their lives…was beyond powerful. Jamie Perruquet Creative Director • Razorfish What are people saying? “ Not having to worry about a bald spot is huge. It’s one of the first things people see. They see our eyes, our hair. Kathleen Alt Real Viviscal User “ We helped Viviscal find its unique and human voice, evolving the brand to reflect the courage it takes to reclaim your hair from thinning and loss. John Winterkorn Brand Strategy Director • Razorfish “ Through Viviscal, I got a piece of myself back that I didn’t even know existed. [It’s] helped me feel stronger, more resilient, fierce. Sophia Real Viviscal User See more of our work. Celebrating 5 Years with Patrón How do you make digital feel handcrafted? Orangetheory Fitness How can the right technology open the door for growth? World of Coke Museum Can an immersive experience help bring an iconic story to life? Porsche Engine Notes Can a sports car become a musical canvas? Pantone Studio App How do you empower the next generation of makers? Batiste Apartments How do you introduce an all-new type of haircare product? Vornado World’s Largest 4K Screen How do you get attention in Times Square? Alfa Romeo Crashing Bimmerfest How do you compete when competitors spend 5x more on marketing? Dove Project #ShowUs How can a brand truly change a systemic issue that impacts women worldwide? Cadillac Rise How do you breathe new life into an iconic company? Denver Botanic Gardens How do you create an exhibit that’s a natural extension of nature? How can we help? Work with us stay hydrated Headquarters 375 Hudson Street Floor 9 New York, NY 10014 Say Hi hello@razorfish.com Social You can always find us on social. ©2021 Razorfish · All rights reserved · Privacy · Terms & Conditions