Bauer create an inovative customer engagement campaign for Wella, net sales growth increases by an incredible 17%
The challenge was to launch the new Wella Professionals Care & Style product range and create innovation in a cluttered category.
Wella wanted to drive trial by young women but also engage with hairdressers - who are key influencers.
Bauer worked closely with the Wella team to understand the core objectives of the campaign by hosting a creative planning session. Wella marketing and development team worked alongside Bauer's editorial teams to share insight, knowledge and generate ideas which would deliver a seamless, exciting communication for our shared audiences.
Wella increased net sales growth by an incredible 17% and volume by an impressive 13% year on year.
Audience engagement was core to the success of the multi platform campaign to reach young women and key influencers such as professionals and celebrities. Through the creation of 'Celebrity Hair-Do Of The Week' chart and Wella's consumer playlist via Facebook to involve consumers.
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