Dove asked us to explain to their huge Facebook following why it's important to take care extra of dyed hair. We created a mobile app and our own version of the Facebook timeline to tell this story of change - from the first day of colouring hair to the last.
We built a mobile app and seeded it to select fans and bloggers on the first day they dyed their hair. It tracked their progress with daily photographs and the occasional question. On the last day the app automatically created a shareable timelapse film which showed how much their hair had changed over the weeks.
We created a Facebook app using user data from the mobile app, along with interviews with experts, hints and tips. It gave specific advice and explained the science behind hair care at the most useful points along the timeline.