KMS California was bringing out a new range of styling products called HAIRPLAY. We engaged our target –hairdressers –through a whole new way to play.
Enter, the Shags. Standing at 15cm, these dolls arrived with a brightly coloured shag of hair that was ready to be cut, crimped, braided, straightened, curled, corn rolled, whatever. Once hairdressers had expressed their creativity on the doll, they were invited to share them on #KMS shags.
So did we manage to convince a bunch of hairdressers that playing with dolls was cool again? We’d say the almost 2,000 posts we collected in 3 months, the dozens of mentions in online beauty blogs and an editorial shoot with fashion magazine, Oyster, suggests so. And with the success of the Shags amongst hairdressers, the dolls were then launched to the public, made available at General Pants stores statewide.
Spikes Asia 2015:
Bronze - Direct
Finalist - Direct social media
AWARD 2014:
Bronze - Digital business to business
Australasian Promotional Marketing Association 2014:
Gold - Best use of social marketing
Cannes Lions 2014:
Finalist - Mobile: use of co creation and user generated content finalist
We created the dolls and packaging from scratch.
We engaged hair stylists by challenging them to grab a Shag Doll and STYLE, SHOOT & SHARE it.
We created #KMSShags which attracted thousands of individual posts from stylists.
The Shags were shot by and featured in Oyster Magazine.
The campaign was so successful, the Shags were made available to the public.
Over the Christmas period, they appeared at General Pants stores statewide.
Over the Christmas period, they appeared at General Pants stores statewide.
Chloe Banicevic Creative director
