mioWell

It’s not easy to break through with a new unisex hair care brand in the full segment of excessive hair loss fighting products. However, with the mioWell campaign, we managed to achieve a 125% increase in direct traffic thanks to YouTube ads with an above-average view-through rate.

The client had a clear idea from the very first briefing: they needed a long-term concept with communication that would be playful and full of joy. Relevant without being scary.

Using an iterative approach and combining AI with handcrafted finetuning, we created two characters – Mia and Well. And in the campaign creative, we relied on a metaphor while sticking to proven elements such as demo shots and a distinctive audio.