The 30 Ways to Beautiful Hair campaign is an annual collaboration between Unilever and Shoppers Drug Mart across 1,250 stores. Web and print advertising, along with in-store displayers, were used to encourage consumers to visit 30ways.ca. The microsite also cross-promoted Unilever’s recently launched YouTube channel, All Things Hair, which featured styling tutorials from popular Canadian social personalities using TRESemmé, Nexxus, Dove, and other Unilever hair products.
For 2014, the 30 Ways to Beautiful Hair campaign employed QR codes into in-store displayers, added a mobile version of the website, and integrated social media functionality into each individual style card. A sampling kit and coupon program was also introduced which significantly contributed to the 2,670% growth of website traffic from the previous year. All 30,000 sampling kits were gone within four days and in-store sales saw and increase of 4% during the campaign.