Emergency Kit Playbook
An interactive media drop to break open during hair fall emergencies
To introduce the new Clear Scalpceuticals Hair Fall Resist Range for Men and Women, Clear will launch a string of influencer-led campaigns to the global market. As we know, influencers are creatures of content. They post whatever piques people’s interest, can be talkable and engaging. The challenge is how to make the product interactive and interesting for KOLs to tell a story about it on social media.
Research shows that hair loss is not something everyone worries about ‘til they notice their hair is thinning. By the time they realize it, it’s already an emergency! Jack then thought… why not make a media kit that doubles as an emergency kit for hair fall moments!
Since the media kit had to be consistently executed globally, a playbook was in order. Jack created a Clear Scalpceuticals emergency kit production bible that contains in-depth rundown of the media kit concept, the general look and feel, and the features of the kit, down to the materials needed for its production.
The playbook indicates that the kit has to emulate an actual emergency kit, complete with an emergency button that when pressed, opens the acrylic box which houses the products. Atop the box sits a big red button with an accompanying text as an urgent call-to-action:
In case of hair loss emergency, push button