We’ve just launched a new microsite www.ghdstylediary.co.za for hair beauty brand ghd to support its spring/summer campaigns (conceived and managed by Atmosphere). The aim of the site is to act as a platform to communicate about local events and activities. It also allows consumers to register for events.

The first of three PR driven campaigns for the brand has just kicked off with the search for a video diarist. After an audition process in August the winner will make four short webisodes about how to create the latest hair trends with a ghd IV styler. The campaign was inspired by the masses of questions ghd recieves about how to use its products for more than just straightening.

Also coming up later in the year is a major collaboration with local designers and a theatre director to create a truly unique fashion show in an old Cape Town building. Following that to finish off the year the ghd pop-up salon will be appearing in several South African cities.

All of the campaigns are by extensive traditional and social media pr. There is also a mobile web version at m.ghdstylediary.co.za.