KMS SHAGS

Short List
TitleKMS SHAGS
BrandKAO AUSTRALIA
Product / ServiceKMS CALIFORNIA
CategoryA06. Use of Social in a Direct Campaign
EntrantBASHFUL Sydney, AUSTRALIA
Entrant Company BASHFUL Sydney, AUSTRALIA
Advertising Agency BASHFUL Sydney, AUSTRALIA

Credits

Name Company Position
Simon Bookallil Bashful Executive Creative Director
Emil Vrisakis Bashful Creative Director
Garreth Wills Bashful Senior Art Director
Garreth Wills Bashful Designer
Chloe Banicevic Bashful Art Director
Archie Murugaser Bashful Copywriter
David Feenstra Bashful Strategic Planner
Jade Ramsey Bashful Account Director
Melissa Gow Bashful Account Manager
Melissa Gow Bashful Production Manager
Vivian Huynh Bashful Online Content Producer
Louise Chamberlain Kao Australia Pty Ltd Marketing Director
Felicity Pavier KMS California Brand Manager

The Brief

Haircare brand KMS California was falling out of favour with stylists, with many salons choosing to recommend newer products to customers. Our business challenge was to turn uninterested stylists into passionate brand advocates. As well as simultaneously engage with our end consumer in-store. In short, we needed to make KMS California cool again. In terms of channel selection the brief was wide open, but we believed a direct approach would allow us to create the kind of deep engagement necessary to truly shift brand perception.

Creative Execution

We created one of the world’s first purpose built toys for Instagram. In doing so we understood that our audience are all about creativity and self expression, this is the world they live in everyday. Our campaign was designed to inspire them to engage with the brand using their extraordinary talents and creativity in a unique and exciting way. We also knew that Instagram was the perfect platform for this audience. Internal trade research revealed that among stylists, take up of Instagram is particularly high. It is a visual medium perfectly designed for engaging with a deeply visual audience.

Describe the creative solution to the brief/objective.

Haircare brand KMS California was falling out of favour with stylists, with many salons choosing to recommend newer products to customers. Our business challenge was to turn uninterested stylists into passionate brand advocates. As well as simultaneously engage with our end consumer in-store. In short, we needed to make KMS California cool again. In terms of channel selection the brief was wide open, but we believed a direct approach would allow us to create the kind of deep engagement necessary to truly shift brand perception.

Results

We created one of the world’s first purpose built toys for Instagram. In doing so we understood that our audience are all about creativity and self expression, this is the world they live in everyday. Our campaign was designed to inspire them to engage with the brand using their extraordinary talents and creativity in a unique and exciting way. We also knew that Instagram was the perfect platform for this audience. Internal trade research revealed that among stylists, take up of Instagram is particularly high. It is a visual medium perfectly designed for engaging with a deeply visual audience.