Wella uses social buzz to promote hair products

The problem

In 2021, Wella and Stars partnered with Stars and Stories to generate social buzz to promote the new Color Motion+ hair products line. Wella wanted us to focus on the Color Protection Shampoo and Moisturing Color Reflection Conditioner set for this particular campaign.

According to the Wella website, Color Motion+ products maintain “color care beyond anti-fading” and improve dyed hair in three areas: color protection, vibrancy, and hair strength. Using our campaign, Wella let the users decide through their reviews whether these claims live up to their expectations.

Objective and strategy

To start, the main objective of the buzz campaign was to target customers with colored hair to share their ColorMotion+ experience on social media and write reviews on Buzzador and Lyko.

We sent out newsletters announcing the Wella campaign launch to hair enthusiasts in the Nordics (Finland, Sweden, Norway, Denmark). After selecting individuals with the right ideal customer profile, we distributed samples of the ColorMotion+ gift set and awaited their reviews.

The results

We achieved fantastic results within a four-week time frame after sending out the Wella samples.

1565 individuals buzzed about ColorMotion+ on Instagram both via posts and stories
1957 ratings and reviews were published on Lyko
1285 ratings and reviews were published on Buzzador
1.79 million impressions achieved in organic reach
2.47 million impressions achieved in total reach

All numbers and figures expressed from the final reports completely exceeded the initial KPI numbers set before the launch of the campaign. Additionally, the ColorMotion+ shampoo and conditioner gift set also received generally positive reviews. With a 4.2 average rating across all platforms and a Seal of Recommendation stating 9/10 users would recommend this product, reviewers strongly agree with Wella’s claims on the effectiveness and usability of the ColorMotion+ hair products.

“The earplugs were directly in use at a concert of my husband’s band. At first, I had to get used to the plug in my ear but it worked perfectly and resulted in a pleasant music experience. What excited me: You don’t have to take the earplugs in and out to be able to understand your friends. The stylish box allows you to take them with you everywhere you go. They easily fit in your trousers or any pocket. The price is quite reasonable for me and I would recommend the Thone M Earplugs. What bothered me a bit, is that cleaning them is not that easy. Also that you should be able to connect the individual plugs with a rope/cable so that you can take one out without having to put it straight back into the box.”

“First of all, I think the design is quite nice. You can choose between different skins to customise it. The delivery includes a storage case and several of these black rubber attachments. You can practise inserting the skins in front of the mirror, but it’s also very intuitive. So far, I have always had the problem that all earplugs become loose or slip out at some point. During a concert, I was constantly busy adjusting the earplugs. That’s definitely over now because the wings make them sit perfectly. I no longer have to worry about accidentally losing them. Now for the important part – the sound. You can still have a conversation without any problems. The sound is not dull, it is still clear, but simply quieter and therefore more pleasant. You can easily clean them with water. All in all, I am really thrilled and have finally found my favourites!”

When I unpacked [the coffee machine] for the first time, I was surprised at how big and powerful the coffee machine looked. Although I knew the dimensions when ordering, it still looked even larger in real life. If you only have limited space in the kitchen, this will probably be a bit difficult. Otherwise, the coffee machine makes a valuable impression with its titanium look… The taste of the coffee is full-bodied and very tasty. Whether it’s an espresso in the morning or a latte macchiato at noon, I’ve never had a coffee that I didn’t like. I was completely won over by the fully automatic coffee machine despite the high acquisition costs. You quickly have a really tasty coffee that is cheaper in the long run and better for environmental reasons than our previous capsule coffee machine.