Title | KMS SHAGS |
Brand | KAO AUSTRALIA |
Product / Service | KMS CALIFORNIA |
Category | A06. Use of Social in a Direct Campaign |
Entrant | BASHFUL Sydney, AUSTRALIA |
Entrant Company | BASHFUL Sydney, AUSTRALIA |
Advertising Agency | BASHFUL Sydney, AUSTRALIA |
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 |
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.
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.
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.
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.