Schwarzkopf Professional’s First Influencer Campaign
THE ASK
- Create buzz in a competitive market and get hair professionals to consider swapping salon staples in favour of Schwarzkopf Pro’s revamped demi-permanent product line, Vibrance.
THE APPROACH
- Get back to Schwarzkopf’s roots as a trusted haircare partner by putting their consumers at the forefront and asking from them what they needed to succeed.
- Create the brand’s first-ever influencer campaign, leveraging the star power of some of Instagram’s top professional stylists to share their authentic reactions to the product line and educate their followers.
- Give the brand’s social strategy a makeover complete with a fresh look, tone, and content strategy to navigate their overall social presence.
- Create a media plan that targets and remarkets content aimed at industry insiders.
THE RESULTS
- A two-day video shoot established a strong relationship with influencers, while their social promotion created awareness online.
- Vibrance was featured on the data-driven publication, Tribe Dynamics, as part of their list of Top Haircare brands.
- The product line’s messaging, #MoreVibrance, was reinforced with sponsored ads that #CrushedIt.