Natural Instincts hosted a 75,000 box giveaway on the Clairol Facebook page May 13-15, where 25,000 boxes were given away each day at noon. The giveaway not only helped to celebrate and promote the recent launch of the Vibrant Collection with Week 2 Color Refresher, but also allowed Natural Instincts to stand out amongst big competitors in the at-home hair color market.

To generate awareness leading up to the giveaway, Natural Instincts and MMC created strategic online partnerships to complement broadscale outreach. Modern Mom shared Clairol Color Director Marie Robinson’s tips on how to get healthy-looking, gorgeous hair color results at home with the help of Natural Instincts. A first for Clairol, Mom Generations hosted a Twitter party (check out #naturalinstincts on Twitter to see the conversation!) to further engage consumers and educate on the new products and how to color at home. Lastly, ten key online influencers were selected to tweet about the giveaway right before it launched, creating last minute buzz and consumer excitement!

The giveaway was a big success. As a result of these social media initiatives, 10.1 MM impressions have been secured as well as 1,000+ Tweets reaching 100,000+people. @Glambr tweeted to her followers, “Over your hair color? Go to Clairol’s Facebook page to enter the #giveaway for a FREE box of #naturalinstincts.” In addition, the Clairol Facebook page received 118,000 more fans! All of the chatter surrounding the giveaway resulted without any advertising and was driven strictly by PR tactics, Clairol Facebook status updates and email. 75,000 women can now look forward to healthy-looking, beautiful hair color thanks to Natural Instincts!