New York Fashion Week with TRESemmé

The Challenge

TRESemmé wanted to own the hair conversation at New York Fashion Week, establishing the brand as the go-to styling partner for runway-inspired looks among a target audience for whom NYFW was a genuine cultural touchpoint. The challenge was to maintain relevance and momentum across multiple seasons while building authentic creator relationships that delivered real results.

The Strategy

The campaign was designed as a multi-season programme rather than a one-off activation, unfolding across three distinct NYFW cycles: February 2024, September 2024, and February 2025. Each activation was carefully designed to build on the insights and successes of the previous, with approximately 70 paid and earned micro-influencers engaged per phase to deliver immersive, content-rich storytelling.

The Work

Creator experiences ranged from VIP salon styling sessions and curated luxury gifting to influencer dinners, backstage access, and exclusive runway invites. For creators unable to attend in person, bespoke at-home mailers ensured participation remained inclusive and content remained authentic. Each phase had its own distinct identity: the first built surprise and delight, the second made TRESemmé unmissable at the event, and the third launched the new Target-exclusive A-List Collection.

Results

Across all three phases, the campaign generated over 30 million impressions and nearly 2 million engagements, with earned content consistently outperforming paid across benchmarks.

The Judges' Verdict

"The continuity and building on each campaign's results is key. Earned outperformed paid – a campaign that created an environment where being part of it was simply better than being on the outside."