Bashful reignite interest in haircare brand with competition-based campaign
Haircare brand KMS California has reignited Australian hair stylist’s interest in the brand following a competition which encouraged stylists to use the brand’s products.
The campaign, created by Bashful and executed in association with digital PR agency Cav Con, targeted stylists sending them 10cm dolls, called ‘KMS Shags’, and asked them to style the doll using the KMS Hairplay range and to post the results on Instagram.
Stylists were incentivised to participate with the offer of a $5000 prize.
Bashful CEO, Simon Bookallil said: “KMS California faced a serious problem. The brand is competing in a category where recommendations from hairstylists are the driver for almost all sales. Unfortunately for KMS California they just weren’t the cool brand they had been, with many stylists preferring to recommend products from newer competitors.”
The campaign aimed to reintroduce “fun and excitement” to the KMS products.
“We see the campaign as a “real world” digital activation, where the tangible collides with the social world to come out of the screen and create true tactile engagement,” said Bookallil.
The campaign saw over 1000 entries posted to Instagram from over 160 salons across Australia.
Louise Chamberlain, Goldwell KMS’ marketing director said:”The campaign has overcome our core business challenge turning four hundred previously disengaged salons into true brand advocates, who have shared their campaign with both their social networks and salon customers. Most importantly, sales have shown direct and immediate increase, reflecting the campaign duration and we look forward to bigger and better results to come.”
KMS California is now considering running similar campaigns in the US and in Asia.
