Product / ServiceKMS CALIFORNIA
CategoryA05. Social for Mobile
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

Creative Execution

We delivered dolls to salons across Australia. They came in specially designed boxes with messaging that encouraged them to style their KMS Shag using the HAIRPLAY range before sharing the results on Instagram with prizes to be won for the most creative entries. The campaign lasted for three months with consistent engagement throughout that period. The campaign was designed with mobile platform Instagram at the core not only for it’s highly visual nature but also as it allowed stylists to engage with our campaign throughout their working day in the salon.

The campaign exploded, surpassing every KPI set with thousands of unique entries styled and uploaded to Instagram, establishing an extraordinary 38% redemption rate. They were even picked up by Australia’s coolest retailer General Pants and sold in-store. But most importantly, sales were up 27% on last year. Our previously unengaged stylists have become true brand advocates, each spending hours with our brand perfecting their style and then sharing it with their social networks and customers in-store via their mobile device.

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. To achieve this we decided to create a pop culturally relevant campaign to connect stylists with our brand idea of ‘play.’ And so the KMS Shags were born, a range of shaggy dolls in desperate need of some styling help.


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