The To 'Do List was developed to replace the previous 30 Ways to Beautiful Hair campaign, an annual collaboration between Unilever and Shoppers Drug Mart across 1,250 stores. During its first wave, the new biannual program featured an in-store displayer, demonstrations at 85 locations, take-away brochures, shelf flags, online advertisements, a microsite updated weekly, and a sampling kit program.
Two brochures were developed. The first was handed out during in-store demonstrations by hair stylist representatives in select stores. The second was a takeaway in the end caps to promote the website and an exclusive Optimum offer.
30,000 sample kits were created for the campaign containing a mixture of Unilever hair products. Referral sites attracted over 60,000 visits and the kit supplies were exhausted within 48 hours.
The first wave was hailed a massive success, generating a 13% boost in sales while hair care products overall experienced an 8% decline. It was awarded Unilever's Drug Team Canada Q1 2015 Global Drug Best Practices Award. Creative was replicated in international markets.