Give Gloss
The brief
The original brief from the client team was to completely reimagine the TRESemmé brand - a dream for an agency to work on.
Campaign overview
What resulted was our #GiveGloss campaign. Starring the ultimate girls' girl, Paige DeSorbo, we set out to gloss up every girl—because when one girl shines, we all shine. We produced over 500 pieces of content, created a hot sauce (aka hot gloss), launched a Giggly Squad exclusive episode, and so much more.
The result
60% Boost in Instagram Engagement
From Feb to Apr 2025, organic engagement rose from 5.6k to 9.4k—a 66% uplift. We’re conservatively reporting a 60% increase to account for natural fluctuations.
42% Increase in Positive Sentiment
Positive sentiment scores jumped from 17.67 in Q1 to 24.42 in Q2, aligning with the Give Gloss campaign. This wasn’t just a shift in tone—it was a measurable rise in meaningful, positive reactions at scale.
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Give Gloss
The client brief: reimagine TRESemmé. The result? #GiveGloss with Paige DeSorbo—glossing up every girl because when one shines, we all shine. 500+ content pieces, a hot gloss sauce, a Giggly Squad exclusive, and more.
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