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“Comments are everything. That’s where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement,” said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media.
Grigoriou was speaking as part of a session at Adweek’s Social Media Week conference in New York, alongside creative agency partner Evan Horowitz, co-founder and CEO of Movers+Shakers, about a campaign developed for haircare brand TRESemmé.
The pair developed a predominantly social-based campaign for the brand that mainly focused on TikTok activity and discussed how it was able to reach and engage consumers at various touch points.
The double bind
Focusing on the brand’s “Power Your Style” campaign that aimed to instill hair and image confidence in consumers, TRESemmé considered tackling the issue of the double bind—the conflicting societal messages...
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