MONDAY Haircare’s cult beauty status and unmistakable pink hue inspired an iconic regional launch campaign.
The EVERYDAY IS MONDAY campaign took to the streets of Dubai and brought the magic of MONDAY directly to VIPs and consumers in an unmissable way. A double-decker bus, branded in MONDAY pink, doubled up as a customised braid bar, stopping off at Dubai’s hottest Millennial destinations and VIPs’ homes to create an exclusive hair makeover experience.
Amplified by PR and influencer collaborations, the MONDAY braid bus quickly became the talk of the town. User-generated content contributed to a huge increase in social media followers and helped the product fly off the shelves in its first month.
- on-target consumers engaged over 2 days
- 19 million
- total reach (across PR & influencer coverage)
- follower increase on regional social media page
JWI x MONDAY: Painting the Town Pink
JWI was appointed by MONDAY Haircare to spearhead its launch in the Middle East. MONDAY Haircare’s cult beauty status and unmistakable pink hue inspired an iconic regional launch campaign.