MATRIX HAIR TRANSFORMER - 2023
Matrix Hair Transformer is a competition where Hairdressers from all over India, showcase their artistry on a national platform. In 2022, we got Hair Dresseres all over the country to learn about Matrix Color Melt and elevate their artistry. We received 35000+ registrations and 60000+ entries from HDs. The 160 semi-finalists competed live in Mumbai and finally 20 were crowned Matrix Hair Transformers 2.0.
This year, Matrix Hair Transformers is going a step further, by helping HDs expand their fashion artistry with more melts and by creating and building their online footprint through the power of social.
Entries for MHT 3.0 are open between June 1,2023 to Aug 31, 2023. The top 240 semi-finalists, identified from across the country will compete live to win a chance of becoming one of the 30 Matrix Transformers for 2023.
Service
Art Direction: Digital
Client
MATRIX India
Year
2023
OUR CREATIVE APPROACH
We want hairdressers to feel energised to show off their talent. We want them to compete against their personal best as well as the industry’s best.
PRE-BUZZ FOR THE SOCIALS
1.To create the largest UGC campaign for Matrix hair color with #MatrixMelt - 60,000 content pieces.
2.Identify next gen of micro influencers for Matrix.
3.Create a tribe/community for the brand who will truly be our endorsers as an always on association.
EDUCATING THE COMMUNITY
In 2023, Matrix Hair Transformer is on a mission to empower our vibrant community of hairdressers, recognizing the immense potential that lies within their social media presence. We understand that in today's digital age, a strong social media presence is not just about likes and follows; it's a powerful tool for personal and professional growth. By enhancing their social media skills, we aim to empower our hairdressers to not only showcase their artistry and expertise but also to elevate their businesses.
Here are some pieces that we created as a part of the awareness for the community.
INTRODUCING THE JURY
To ensure that our standards were nothing short of global, we went above and beyond by bringing some of the finest jurors from around the world into our fold. These distinguished individuals not only enriched our global perspective but also lent their expertise to the cause of recognizing exceptional talent.
As part of our campaign engagement strategy, we embarked on an exciting journey to create a dynamic series of social media posts.
Our primary objective was to ignite a social media storm and make #MatrixHairTransformer a trending sensation.
TAKING SOCIALS BY STORM
TRENDING UGC CONTENT
The outcome? An explosion of user-generated content, a surge in participation, and an unforgettable campaign experience that brought people together to celebrate the magic of hair transformation. We received 10000+ submissions.
EVENT COVERAGE
Matrix India, dedicated to upskilling small salons and upgrading the hairdressing industry hosted a 2-day mega event in Mumbai – The Matrix Hair Transformers, where budding hairdressers across the country competed by showcasing their exceptional talents with a new technique –'COLOR MELTING'.
This was followed by a live working session where the transformers got exposure to collaborate and co-create the styling looks on celebrity influencers. The event concluded with a content creation activity with hair artist and experts in the industry.
