A user-generated campaign and contest built to support the launch of an original web series and hosted on a custom-built microsite with a Facebook app entry component.


Living Proof, the hair care company co-owned by A-list celebrity Jennifer Aniston, sought Protagonist’s expertise to create a campaign that would build brand awareness, deepen the intimacy of the brand connection, drive traffic to, and encourage user generated content and engagement. Through a social and viral campaign that was promoted on Facebook, Protagonist executed a highly successful initiative that introduced Jennifer Aniston’s involvement with Living Proof and launched Living Proof’s web series Hair Obsessions and Confessions with Jennifer Aniston. Women (including Jennifer Aniston) were asked to share their most outrageous hair obsessions, confessions, and lessons learned. These stories were then showcased in an episodic video series.


The campaign then turned to the Living Proof Facebook community of over 250,000 engaged fans and invited them to share their own obsessions, confessions, and lessons learned in the form of videos, photos, or essays, for a chance to win a hair styling session with Jennifer Aniston’s personal stylist Chris McMillan and a meet-and-greet with Jen herself.


The video web series was released episodically online, driving the calendar of the contest. The contest was hosted on a custom-built Facebook app that drove users to a microsite for the campaign videos and user-generated content submissions, as well as product and company information. Both the Facebook app and microsite were designed and built by Protagonist.


Aniston chose the grand prize winner, who was awarded a meet and greet with Aniston and a session with her personal hairstylist, Chris McMillan. The ten runners-up received $100 gift cards to redeem at


Protagonist worked in conjunction with Living Proof and their agency partner to develop the marketing strategy and messaging. Protagonist executed all creative design and development of the Facebook app and microsite, and planned the media buys. Protagonist consulted with Living Proof and Jennifer Aniston’s directorial team to provide creative direction and strategy in the production and editing of the video content. Protagonist also advised the brand on PR approaches, timing and how best to capitalize on concurrent events, including Aniston’s media appearances.


Protagonist’s Living Proof campaign was a huge success. Overall, the campaign generated over 250MM impressions. It saw a total of 4,914 registered users, nearly 3,000 UGC submissions, 3,515 total opt-in users and 250,386 clicks. The ad demographics show the majority of impressions were in the 18-24 range, which made up approximately 31% of clickers.


The campaign was named an iMedia Connection “Campaign of the Year” finalist and won a Gold Davey Award.