Wella in Collaboration with SnapChat
BACKGROUND
In the Middle East and GCC region, Wella Koleston was perceived by millennials as a brand “for my mom”. As they launched a new hair-coloring product based on Natural ingredients, Koleston wanted to not only communicate its natural benefits but to target millennials to regain market share in its biggest market, KSA.
IDEA
To reach millenials, we had to meet them on the platform they spend the most time on, with content that would truly engage them. In KSA, that platform is Snapchat, with Ryadh and Jeddah having the most active usage in the world (7.3M daily users).
As Snapchat had just launched the possibility of creating sponsored lenses in the region, we jumped on the occasion. Inspired by women’s favorite lens, the beautifying flower crown, we created a lens with 3 layers, 3 different crowns using the natural ingredients found in Koleston naturals’ core colors: Chamomile for blond, Pomegranate for red, and Cinnamon barks for brown.
The sponsored lens would only be active for 24 hours. So to maximize our reach and make sure as many people as possible used it on the day, we created a teaser campaign with popular influencers in the region, taking the Snapchat crowns and turning them into reality. Three influencers dyed their hair (blond, red and brown) and each wore her crown in anticipation of the Snapchat lens, inviting their followers on their personal Chanels to try the SnapChat lens on the given date and win prizes!
RESULTS
It was a Snapchat story crowned with success! The campaign beat every benchmark set, and the average playtime was one of the highest seen globally to date.
Plays: 10.3M (benchmark was 1.7m to 4.6m)
Impressions: 19M (Benchmark top end was 14.6M)
Avg, Playtime per user: 32.15s (Benchmark 15-20s)
Unique Reach: 5m (Estimate 1.7M)
Uses (shared): 312k (benchmark 150K)
SnapChat Lens : Lens changes with eyebrow movement (chamomile crown - pomegranate crown - cinnamon crown )
THE CROWNS
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The Lens was teased to audience with photos on social channels by having actual crowns in a natural set, in collaboration with famous influencers in the region, inviting their followers to try the virtual new lens by Wella.
Chamomile Crown (Blond)
Model: Sheida (@sheidafashionista)
Pomegranate Crown (Red)
Model: Zeinab El-Helw (@Fashion_Pirate)
Cinnamon Crown (Brown)
Model: Tamara AlGabbani (@tamaraalgabbani)
The Campaign was a great success, and it was featured in DIRECTORY magazine talking about the idea and the outstanding results the campaign achieved
BEHAIND THE SCENES
CROWNS IN THE MAKING
we worked with the stylist who designed the crowns as we briefed, and we did rounds of feedback to finally achieve the crowns we were looking for, same exercise was done with SnapChat team designing the virtual crowns
Our team of Art Director, Copywriter & Social Media Manager
