#140ChangeMakers
Celebrating 140 years of Wella with their most engaging campaign. Ever.
To celebrate Wella’s 140th anniversary we were asked to create a campaign that embodies Wella’s Make Change brand vision.
Every hairstylist on the planet is a changemaker and Wella’s stylist community creates change every day.
So to celebrate Wella’s 140th anniversary we wanted to hero 140 of the very best changemakers from around the world.
We launched the campaign on Wella’s Global social channels by asking our community to submit their hair transformations on Instagram, using the #140Changemakers hashtag.
We worked with some of the Wella Ambassadors across the world to spread the message and created localised assets that were leveraged across 33 local markets.
The results speak for themselves. The campaign is currently Wella’s most engaging campaign to date with an engagement rate of 4.1% (vs. 2.3% average ER).
The launch phase alone overachieved on KPIs, generating over 8,000 entries and over 16,000 uses of the campaign hashtag.
