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Alberto European:
Alberto European is a unique Canadian product line in the Alberto Culver Family. It has a long history of innovative, quality products. While commanding significant market share, it has not enjoyed the benefit of leveraging multinational advertising campaigns that it competitors enjoy. Alberto was looking for a way to engage it’s consumers in a dialogue, leverage its history and reputation for high quality products, while reinforcing the product messaging “style with confidence”. Facebook presented an opportunity to attract and engage consumers. To build followers, Alberto offered a free sample product. Followers were encouraged to check out the “Style with Confidence” application, with recommendations for hair styling and the products to get that look, as well as send their friends a “Vote of Confidence” using a custom built viral application. As Alberto approaches 20,000 followers, consumers are engaged on the wall
