Our Work
InStyle.com Hollywood Hair Makeover
Background
In 2007, InStyle.com launched an online utility called “Hollywood Hair Makeover.” The tool was designed to give users a chance to see how they would look with the hairstyles of their favorite celebrities. An intuitive interface allowed users to drag, drop, and shape various hairdos seamlessly onto their personal photos. In February 2008, InStyle.com tasked Buddy Media with developing the Hollywood Hair Makeover utility as a social application for Facebook.
Objectives
- Leverage pre-existing InStyle Hollywood Hair Makeover utility and build Facebook social application
- Increase capabilities of InStyle Hollywood Hair Makeover in Facebook application
- Drive unique installs of the InStyle application (skewing female demographic)
Solution
Buddy Media leveraged the basic functionality and UI from the InStyle website to the Facebook social network. The pre-existing application was designed primarily as a casual diversion on the InStyle.com website, so Buddy Media developed additional viral hooks to help the application gain traction on social networks. Buddy Media’s development team added sharing features that enabled users to post their favorite photos on a public Wall of Fame in addition to the ability to send edited photos to friends within their social network.
Once the application was developed, Buddy Media was tasked with driving user installs during the course of the six-week campaign. Through the existing community of more than nine million Buddy Media application users, Buddy Media over delivered the install goal. In addition, the viral nature of the application led to rapid dispersal across the social graph.
