EDUCATION IS KING

Above all else on social media, education reigns supreme. This principle guided my approach to the Colorways launch. Despite its emphasis on creativity and self-expression, we recognized the importance of providing comprehensive product education. Through our @paulmitchellpro Instagram account, we utilized stories and in-feed posts to convey vital information. Our primary objectives were to introduce the product, outline its benefits, provide usage instructions, and showcase real results.

BRAND SUPPORT

To ensure comprehensive brand coverage and alignment with the vibrant 80s theme, our social media team actively participated in the official brand photoshoot. We captured behind-the-scenes moments and crafted original content specifically tailored for platforms like Instagram and Facebook. My biggest takeaway from past campaigns has been that what resonates on a website or blog doesn't always translate effectively to social media. I've observed that brand campaign videos shared on social platforms often don't perform as well as content meticulously curated by our social media experts. This insight underscores the importance of tailoring content to suit the unique dynamics and preferences of each social media platform.

To uphold the brand narrative while ensuring compelling social content, I collaborated closely with our three brand ambassadors for this campaign. I delegated specific, social-first, content assignments to them, tasking them with filming content within their respective salon environments. I also worked closely with our internal video team to create social cuts of existing campaign videos. (Example 1, Example 2, Example 3)