Wella Greece: How to create an award-winning social media presence with very little and not-that-cute assets
We were tasked with revamping Wella's social media image and strengthening its presence on Facebook & Instagram, while showcasing the entire product range and targeting a mass female audience.
I was in charge of developing Wella's fresh visual identity, collaborating closely with the design team. Additionally, I was responsible for devising the content concepts and handling copy & creative direction, in line with the established social media strategy.
BRONZE- Best in Best in Beauty, Health & Pharma | Social Media Awards 2023
THE OBJECTIVES
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Communicate Wella's extensive product range.
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Revamp @wellagreece through engaging content and visuals.
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Foster extroversion to appeal to a diverse audience of all age groups.
THE CHALLENGES
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Communicating various product ranges with unique visual identities within the constraints of a single page.
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Overcoming the challenge of transitioning from a conservative brand approach to exploring new creative avenues.
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Standing out in the saturated beauty industry, where all competitors post similar content, by creating materials that uniquely showcase Wella's identity.
THE CONTENT
THE RESULTS
Instagram:
Reach: 1,535,323 (+22% year-over-year)
Followers: 17,675 (+62% year-over-year)
Profile Visits: 35,099 (+295% year-over-year)
Total Engagement (Likes & Comments & Shares): 55,614
Median Engagement: 67 (+86.1% year-over-year)
Engagement Rate (no video views): 1.40% (+159% year-over-year)
3sec Video Views: 29,515
Engagement Rate (incl. video views): 3.00% (+122% year-over-year)
Facebook:
Reach: 1,604,608
Impressions: 16,376,369 (+136% year-over-year)
Avg. Reach/Post: 80,353 (+139% year-over-year)
Followers: 27,052 (+1,100% year-over-year)
Profile Visits: 17,879 (+228.6% year-over-year)
Total Engagement (Likes & Comments & Shares): 60,424 (+195.4% year-over-year)
Engagement Rate (no video views): 3.19%
3sec Video Views: 1,323,761
Engagement Rate (incl. video views): 73.10% (+81% year-over-year)
Total clicks: 163,825