Sunsilk launches a web series for their new shampoo

With more than 25 brands, the shampoo market for young women (25-30 years old) is highly competitive.
The Sunsilk brand teamed up with the French Rouge agency for the launch of its new Libre comme l’air (Free like the wind) shampoo. The campaign started with the creation of a website for practical services that are much appreciated by Internet users: a workshop for make-up and makeovers. The website collects information from users and then gives them personalised advice.
The agency then promoted the website via the broadcasting of a mini web series in 2007 and 2008. Ad banners were placed on popular French websites such as Aufeminin, Plurielles and Yahoo.


S01E01 Paris, me voilà !
sent by Libre comme l’air. – Watch more videos.
The web series called Libre comme l’air tells the adventures of Chloé, a young girl who just arrived in Paris to become an actress.
The first season includes 12 episodes of 2 and a half minutes that were broadcast on Dailymotion – they released two episodes twice in the first week then one episode per week. The series uses a satirical and original tone and breaks with the traditional depiction of the products’ effectiveness. In fact the products are only mentioned at the end of the episode and the name of the brand only appears in the credits. The series gets legitimacy from the recruitment of famous French actor François Desagnat as the director.
It’s the first web series that has been specifically designed for French Internet users and it has been highly successful both in terms of the number of viewers as well as the opportunities of target identification. The episodes were downloaded more than a million times (550,000 visitors on the website). Meanwhile, 100,000 users created a profile on the website.