The final ghd style lounge of the year was held in Cape Town on Friday. The campaign (conceived and put together by Atmosphere) mixed online and social network marketing, events and plenty of traditional PR. It basically worked like this.

1: We pitched the events to the what’s new/fashion news and events pages of Longlead press (magazines with 3-4 months lead time) in advance of the event.

2: We worked with a stylist and photographer to create a transportable pop-up hair salon and self-portrait shooting photo booth. We also sourced venues in Durban, Cape Town and Joburg that were a relatively blank canvas for us to tranform into ghd branded salons.

3: We built a blog-style microsite to act as a place for interested consumers to sign-up for the event and find out more about it as well as the latest hair trends and ghd products. Cow Africa helped us put the site together and has acheived around 8000 visits with just under 4000 registrations for the events. We also started a ghd Facebook page which has 587 members as I’m writing this.

4: We approached short lead media including online, TV, radio and newspapers to profile the event and interview ghd experts about summer hair trends (coverage value is R1 Million+ and rising rapidly) we also invited a select number of media contacts to attend and experience the ghd makeover.

5: We selected the winners (some of them were extremely excited check the comments for examples of how obsessive some of them became about winning)…

6: On the day of the events we set-up (in about two hours) and ran around for about 12 hours making sure everything was working and welcoming media and consumers.

First they were given welcome drinks and snacks:

Then they had make-up done:

And then the ghd makeover:

After which the stylists prescribed them some products suitable for their hair type.

Then they got to select some props and take their own photo in our photo booth.