The brief

Wella Professionals is one of the most iconic names in professional hair care. During my time at 1000Heads, I led the global social account, improving and growing Wella’s social presence.

The problem

Wella was heavily leaning on high-production campaign assets for their socials, making the content lack authenticity and a social-native feel.

The Insight

The hairstyling community had a huge presence on Instagram, and they were creating content every day, already using Wella products.

The Solution

Building a UGC programme and enlisting the help of content-savvy hairdressers. Selected hairstylists entered the “Wella Passionistas” community, shared their work on Instagram, and participated in regular content-creation challenges. In return, they'd get access to a community of peers, features on a huge brand’s page, and branded perks.

For the stylists, it was recognition and belonging. For the brand, it was a never-ending stream of real, craft-driven content we could always pull from. This new strategy, rooted in value exchange, has grown brand advocacy and transformed Wella’s approach to digital content production. Since joining the programme, each Passionista has also enjoyed a 25% average growth rate for their personal channels.

Alongside this, I also worked on improving the product-focused content, developing new visual guidelines for social, and pushing to make campaign content social-first from the brief stage, not as an afterthought.

The Results

In my first year leading the account, Wella's global channels saw:

• 69% increase in engagement volume YOY

• 164% increase in reach YOY

• 29% community growth YOY

Two of the campaigns I led became the best-performing campaigns the brand had ever run on social, with 140ChangeMakers generating 4.1% engagement rate and Color Fresh Masks generating 2.9% engagement rate vs. a 2.3% rolling average.