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.
Brands are brands.
They can’t help it.
That’s just who they are.
The problem is, people don’t necessarily like brands.
People like people.
Why tell the brand story, when you can tell the human story?
What’s the brand experience?
Wrong question.
What’s the human experience?
That’s the question.
Sometimes, what a brand has to say and what a human wants to hear, are written in different languages.
There’s a translation to be done.
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When brands do this they transcend category and matter to people.
We work with brands to find their human truth and tell that story.
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