OLAPLEX: Building BUZZ AND FIGHTING DUPES
How do you prove that a brand is un-dupable?
You dupe the dupe-buyers, with OLAPLEX’s own fictitious copy-cat product, "OLADUPÉ N°160." We dispatched hundreds of PR packages to influencers for reviews and unboxings, resulting in massive hype and conversation -- “Wait someone is going to get sued!”
When we revealed the ruse, everyone understood the message: OLAPLEX can’t be duped, with its 160 patents!
Best of all, social searches on the hashtag #olaplexdupe flipped from being all about dupes to all about the real deal, OLAPLEX itself.
The press ate it up with over 3 MILLION press impressions, and the campaign garnered:
79M+ Total Views on the #OLADUPE hashtag
222K+ Total Engagements
+28pt Lift in Recall
+8.5pt Lift in Association (“Can’t be duped”)
BRAND CHALLENGE
Despite it being literally impossible to ‘dupe’ OLAPLEX products, the hashtag #OLAPLEXDUPE has over 30.4M views, featuring competitors. OLAPLEX came to Movers+Shakers to generate buzz and educate Gen Z and Millennial women that OLAPLEX is truly undupable.
CREATIVE SOLUTION
OLAPLEX and Movers+Shakers set out to do something no one else has done before– turning dupe culture on its head through the launch of its fictitious product, OLADUPÉ 160 (oh-la-doo-PAY … it’s French!).
OLADUPÉ looked almost identical to OLAPLEX and claimed to have all the same patented technology and highly efficacious formulas. The launch campaign featured hundreds of influencers who were sent PR boxes to unbox and review across social media, under the guise that it wasn’t from OLAPLEX itself. Some influencers were in on the joke, and some were completely duped.
TikTokers were dying to try this new product, only to find out that OLADUPÉ was a dupe all along and that the only company that could actually dupe OLAPLEX, is OLAPLEX itself.
OLADUPÉ’s two-part campaign succeeded at captivating viewers from the initial launch to the reveal, leading to excellent overall results:
3M+ Press Mentions
79M+ Total Views on the #OLADUPE hashtag
222K+ Total Engagements
+28pt Lift in Recall
+8.5pt Lift in Association (“Can’t be duped”)
