Kérastase: new Instagram creative & community strategy

THE BRIEF

In 2016, Kérastase approached us in order to rethink their Instagram strategy; with a new merging of all their local accounts into a global one, it was time for a relevant approach.

Kérastase is a social media powerhouse: with thousands of hair salons across the world, the brand is notified hundreds of time per day, directly from hairdressers or their clients while they are experiencing a haircut or a hair treatment.

  • Create both a valuable experience for the hair lovers and the hair professionals
  • Understand the social cues between diverse consumers in 25+ markets, from Brazil to Japan
  • Implement performance-based content system while also maintaining and elevating brand image
  • …make it happen by using only organic elements

THE STORY

ASSESSING CONTENT RELATED TO HAIR

We’ve audited thousands of photos and videos shared on Instagram to define a “magic equation” and set up key rules to reach success. We’ve also created a typology of hair lovers, helping the brand in understanding what are the key influencers regarding hair care and hairstyle.

CONTENT FACTORY

We’ve totally redefined the content system: now 80% fueled with UGC, we’ve also worked with our senior creative team SOS in Bel Air to rethink product shootings.

We’ve industrialized the content production, applying our Russian Dolls approach.

We’ve created a strong process, editorial tools, and an international coordination plan to make sure that the assets are understood and implemented;

24-hour COMMUNITY

Thanks to the network of L’Oréal, the account is managed 24/7; it allows Kérastase to reply to followers in their local languages, while also feeding HQ with inspiring content.

CREDITS

Creative, editorial and strategic team: RE-UP

Creative Direction: SOS in Bel Air

2016-2018

FORMATS

Social media assets (Facebook, Instagram, Twitter)

Photography & videos

Motion design

LUT design