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Smooth ‘N Shine

By Schwarzkopf, Smooth ‘N Shine is a product range rigorously developed in Africa for the hair and scalp-care needs of African women.

 

THE CHALLENGE

Support the launch of a new black hair-care brand through by giving it presence through the use of digital media and social network presence and engagements.

 

THE JOURNEY

Bamboo took the brand concept launched in television commercial pulling it through into social media where we developed the brand’s online persona and daily content. Weekly, Facebook data analytics reports allowed us to test content and adapt to the needs of the consumer online. We created various properties to enable relevant engagement with the brand such as weekly hair and scalp-care tips, write-ups on incredible women across the continent, etc. A big part of attracting and keeping the fans engaged was the sourcing of imagery they could identify with. Many insights were mined for the client including the immediate appreciation South African women had to women who looked like them and not “America”. What was also surprising was how the ‘natural hair movement’ was so prevalent in South African people online.

 

THE SOLUTION

We created a Facebook social media content strategy that included hair-care tips, African hair ‘myth busts’, product information, and general news in the areas of African beauty, fashion and glamour.

To further strengthen the brand’s TV positioning that “a Queen’s hair is her crowning glory’, a hashtag language was created for the brand in which African women could identify with their unique hair style choices, namely; #NaturalQueen, #RelaxQueen, #BraidQueen, #LoxQueen, and #WeaveQueen.

To be relevant to the target market’s lifestyle, also included were #WorkingQueen, #FridayNightQueen and #QueenOutAndAbout which focused on work and informal hair styles and fashion.

These hashtags became the ‘board’ names on the brand’s Pinterest page which then extended to include such boards as #QueenBride for bridal hairstyles, #LittleQueens for children’s hairstyles. Pinterest allowed the brand to become visual. The use of these beautiful images gave the brand and visual style that was trendy and relevant.

Of all the properties created, fan favourites quickly became ‘hair tips’, ‘hair myth busts’ and related to the beautiful array of imagery that encompassed ALL African hair styles and beauty.

THE ELEMENTS

  • Social media planning
  • Social media management and posts
  • Content strategy
  • Content creation
  • Mobisite content creation (we partnered with Silverstonecis who handled the community platform development)

Facebook page

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Social Media posts

SMOOTHnSHINE-FB Institu 3

SMOOTHnSHINE-FB Institu 2

SMOOTHnSHINE-FB Institu 1

THE RESULTS

Mobisite

  • Over 72 273 page views
  • Over 18 047 unique visits
  • Community members over 2,537
  • 3 Competitions – opt-in to stand-a-chance, selfie upload, hamper give-aways

Facebook

  • 17 912 ‘likes’ over 6 month period
  • 5 499 TVC views
  • Daily posts and image sourcing
  • Competitions