Promotional Doodle Pads Advertising Hair-Growth Shampoo Go Viral on Social Media #CleverPromoGifts

In Japan companies selling hair-growth shampoo are prohibited by advertising regulators from making any claims as to the efficacy of their products.

Zero Scalp, a hair restoring shampoo brand, therefore needed to find a clever way of marketing itself that would successfully convey the effectiveness of the product, without breaking these rules. Collaborating with Bbdo J West, a Japanese advertising agency, they came up with an ingenious method that involved getting customers and prospective customers to do the marketing for them!

They printed promotional doodle pads with images of balding cartoon men, placed them inside stationary stores, and encouraged customers to test their pens by doodling hair onto their heads, so recreating the effects of the shampoo itself!

This campaign was extremely successful because, despite using promotional gifts that were not related to the hair-growth industry, the target market were nonetheless reached, as salaried professionals in their thirties were some of the most common visitors to stationary stores. By tapping into people’s love of doodling, the campaign went viral and spread across social media channels, reaching even more potential customers. This marketing tactic proves that, with a little creative thinking, different corporate gifts can be adapted to suit any brand.

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