how to get stylists to 1911

CUSTOM MADE DOLL RANGE
PACKAGED & DESIGNED SPECIFICALLY TO BE SHARED ON INSTAGRAM
1,911 UNIQUE ENTRIES
1,911 Posts
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HOW TO GET STYLISTS TO
GIVE A SHAG.
CHALLENGE
RESULTS
Haircare brand KMS California needed to turn disengaged
stylists and salons into passionate brand advocates while
simultaneously engaging with their consumer.
individual KMS Shags were styled
1,911
and uploaded to Instagram.
SOLUTION
38% redemption rate was established.
We created the KMS Shags, a range of shaggy dolls in
desperate need of some styling help.
They were sent to salons across Australia. Recipients were
encouraged to style the Shags using the KMS California
Hairplay range before sharing the results on Instagram.
The styled dolls were designed to live in-store; creating a
B2B2C approach that engages both salons and consumers.
27%increase in sales year on year.
The dolls were so popular that they
were sold in hipster department store
General Pants.
HUNDREDS OF BRAND ADVOCATES