TONI&GUY Italia, together with L’Oréal Professionnel and Dyson, is the Official Hair Partner of X FACTOR Italia, the popular talent show that airs every Thursday on SKY Italy, now in its 13th edition.
Strategic consultancy for the advertising campaigns implemented on social networks and on Google and the creation of the TONI&GUY platform dedicated to the partnership was provided by RichClicks, which has been entrusted with the digital advertising and digital newsletter sector of TONI&GUY Italia and the franchisee Essensuals for some time now. The brand, represented in Italy by Charity Cheah and Sergio Carlucci, operates in 12 salons throughout the country and has conveyed, since its establishment in 1997, a creative and never conventional concept of the hairdressing world.
RichClicks’ work has highlighted the style and uniqueness of the brand, working carefully on the lead acquisition and drive-to-store tracks to make the most of the partnership with the famous show. The work involved the complete design of the website dedicated to the partnership between TONI&GUY Italia and X Factor, which hosts the two main contest campaigns, tailor-made for the launch of the collaboration: Win the Final (up for grabs the tickets for the final night of the show, when you purchase a service in a salon) and Win a Live (up for grabs tickets for the weekly live shows, for those who buy at the TONI&GUY Italia salon in Milan).
Supporting the dedicated landing page created for the occasion, the strategy will carry out awareness campaigns through Instagram Stories, which will operate for the entire duration of the program and will show exclusive content dedicated to the collaboration between the brand and the show. For the occasion, the brand has also presented four exclusive cutting models (Glow Factor, Glow In The Dark, Balayage Glow, Fix Factor) that will celebrate the collaboration with X Factor in a limited edition.
Follow TONI&GUY’s look creation for the artists until the winner’s announced in Milan, on December 12!