null - KMS California - KMS Shags

Creating a styleable doll for Instagram increased year on year sales by 27%. Haircare brand KMS California needed to turn disengaged stylists into brand advocates. Stylists love nothing more than creativity and self expression and so we gave them something new and fun to play with. We created the KMS Shags, a range of shaggy dolls in need of some styling help. They were sent to salons across Australia. Recipients were encouraged to style the Shags using the KMS Hairplay range before sharing the results on Instagram. The styled Shags were designed to live in-store; creating a B2B2C approach that engages both stylists and customers. Over 2000 Shags were styled and uploaded to Instagram, establishing a 38% redemption rate.