• Amplify the presence of Franck Provost teams during the Cannes Festival
• Strengthen the brand’s premium positioning as the expert and hairstylist of the stars
• Create preference over the competition (Dessange)
CHALLENGE
ACTION PLAN
• Daily announcement of the celebrities list hairstyled by Franck Provost in the people and fashion press
• Distribution of alerts based on photos shared by the Franck Provost photographer to obtain the mention “Hairstyle by Franck Provost” in the relays of the stars’ looks
• Organization of appointments and beauty makeover with the journalists present in Cannes
• Setting up a TV shoot for M6’s 19.45 on the Festival’s hair trends by Fabien Provost – DA Franck Provost
RESULTS
• 6 alerts with photos + 1 retrospective emailing of the looks
• 4 journalists hairstyled (Vogue / Public / Melty…)
• 52 publications (including 1 TV News on M6)
• Audience reached : 193 M
• EAE : 393 K €
Photo credits – Stéphane Cardinale
