To help launch their latest hair colouring product, Koleston Perfect, WELLA wanted to engage leading global influencers from the hair dressing world with the new product to gain both user generated content as well as capturing branded content.
Traditional media events often one-way conversation: brand to media. Winning the hearts and minds of influencers requires a different approach. 029 wanted to make the influencers WELLA’s co-creators, to be an active part of the event, not just bystanders. By enabling them to immerse themselves in the experience, they become contributors, stakeholders and dedicated ambassadors.