To launch cult brand MONDAY Haircare in the US and anniversary its explosive success in Australia and New Zealand, SEEN built the highly successful MONDAY movement via a multi-layered strategy of gold-tier earned media coverage and paid influencer content. We identified a diverse community of ‘ MONDAY Muses’ – influencers who were each selected to story-tell a different part of the brand. Collectively, the approach fueled widespread digital noise and within three weeks of launch, SEEN garnered impactful launch features with 2.2B+ media impressions in outlets such as Allure, Vanity Fair, Forbes and WWD. These strategic efforts resulted in smashing sales targets in leading retailers, Ulta and Target, during launch month.
“Working with the team at SEEN Group is always a joy. Not only are they incredibly easy to deal with and naturally aligned with our desired outcomes, they have strong relationships with press, are incredibly results-focused and never take their finger off the pulse. The guidance that stems from their knowledge on the ground has also been invaluable during Covid – launching and now operating MONDAY in a market we haven’t physically been able to visit because of travel restrictions. They’ve helped bring our brand mission – to make luxury accessible – to life in a way that truly resonates with a new market and new audience.”
— Jaimee Lupton, Co-founder, MONDAY Haircare