With agency Outreach Nepal, haircare brand Set Wet has been carrying out 'Set Wet Style Star 2073', an activation campaign that has styled and photographed more than 10,000 young men around the country—and is aiming for 20,000. (The 2073 refers to the current year in the Nepali calendar.)
The campaign, according to Outreach Nepal, rests on the assumption that despite the idea that you can't judge a book by its cover, people do judge others within the first 30 seconds of meeting.
The 'Set Wet Style Brigade' has been approaching young people in locations all over the Kathmandu Valley, including colleges and malls, giving them new dos with liberal application of the product, and then posting the results of these quick styling sessions on Facebook.
The campaign has also posted also a series of styling-tips videos (for occasions such as a job interview, a guys night out and a movie date), as well as this highly energetic "flash-mob" event:
Ad Nut's contact at Outreach Nepal reports that the brand also offered colleges personality development training by well-known life skills coaches and a contest to become the face of Set Wet.
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