Leeds' Propaganda delivers national TV/Social campaign for Cloud Nine

Propaganda Brand Consultancy has delivered a seven-figure integrated campaign for styling tools brand, Cloud Nine, including their biggest ever TV partnership with Channel 4. Alongside 30-second and 10-second TV spots that will air during flagship programs like The Great British Bake Off, Gogglebox and The Inheritance, this campaign also features co-branded content for Channel 4 and Cloud Nine’s social channels.

This campaign sees Cloud Nine go above the line for the first time since Propaganda delivered an extensive rebrand for them earlier this year. It brings to life Cloud Nine's mission and reflects a product range which is kinder to hair and promotes strong, healthy hair.

The ‘Beyond Words’ commercial captures eight women as they style their hair, showing their genuine looks of wonder, shock and amazement at how they feel and what they can achieve, thanks to Cloud Nine’s variable temperature control and innovative vibrating Revive Mode® feature. It recognises Cloud Nine’s styling tools as a solution for the vast audience of women with diverse hair needs – from thick and unruly to hair thinning, from menopausal to post-partum, and from type 1 through to type 4.

Created in collaboration with Tungsten Media, ‘Beyond Words’ was directed by Amy Becker-Burnett. The 30-second ad ran from 22nd September, while a 10-second version will be added in October. Tactical media buying was undertaken by Vega Communications who secured broadcast and video-on-demand placement across Channel 4’s owned and part-owned channels. Spanning Channel 4 and E4 to HGTV, U&Gold and U&Alibi, the campaign will target women aged 35-54.

Reinforcing Cloud Nine’s brand purpose, the media buy also includes a series of 60-second films for social titled ‘GRWM: Roots & Resilience’. Created by 4Studios in partnership with Cloud Nine, these ‘Get Ready With Me’ films follow the real hair routines of different women at different life stages, from menopause to postpartum hair loss. These co-branded films will feature on Channel 4 and Cloud Nine social channels.

Propaganda initially played a pivotal role in creating Cloud Nine back in 2009, and last August the haircare brand reappointed Propaganda as their marketing and creative agency. Earlier this year, driven by an extensive and detailed Brand Discovery™, the consultancy delivered a transformative rebrand for Cloud Nine. The rebrand reimagines a dated styling tools category that has rigidly stuck to a high-glam aesthetic of extensive heat styling, youthful perfection and nightclub-inspired trends. Rather, Cloud Nine’s new proposition highlights “Strength + Kindness” – offering gentle styling for an evolving beauty customer who increasingly prioritises health, effortlessness and inclusivity. Julian Kynaston, Founder and CEO of Propaganda Brand Consultancy, has also taken on the role of Brand Director for Cloud Nine.

Laura Kynaston, managing director at Propaganda said, “As we arrive at the peak buying season for hair tools, we wanted to create a campaign that brought to life the real experience of consumers who use Cloud Nine - a WOW moment. It was a reaction we saw over and over again during Discovery and ‘Beyond Words’ now shares that message to a wider audience. We’re delighted to have worked alongside Vega Communications. Their strategic media buying has ensured that this creative will be seen by as wide an audience as possible.”

Stephanie Mason, managing director of Cloud Nine said, “This partnership with Channel 4 is an exciting moment for us, giving consumers real choice with a brand that puts hair health first. It’s a great opportunity to reintroduce Cloud Nine to the nation, and we’re really pleased with the campaign we’ve developed alongside Propaganda.”