"The strategy and creativity you delivered has been such a boon."
VP, Marketing
Kristin Ess Hair
Making Kristin Ess A Brand Impossible to Ignore
A multi-format, omnichannel content strategy, in-housing, execution and distribution across brand experience to increase share of voice.
BACKGROUND
Kristin Ess Haircare, an affordable luxury brand founded by a celebrity stylist, had established itself as a leading player in Target but faced challenges in increasing share of voice and deepening community engagement beyond transactional interactions.
AUDIENCE DEFINITION: IDENTIFYING SUBCULTURES
Using our AI powered social listening tool, I defined the interests of our audiences beyond hair so we could connect with them deeper.
CHALLENGE
Shift from pay-for-play, content-driven brand content and campaigns to prioritizing owned and earned media first, with paid content as a secondary focus, aimed at building a genuine community and increasing share of voice.
SOLUTION
To achieve this, Kristin Ess embarked on a strategic initiative to "Make Meaning" and create immersive brand experiences across social, paid, and live activations. The focus was on surprising and delighting customers while anchoring the brand in a redefined essence and strong voice with the creation of the "WE SPEAK CHIC" platform—a Northstar creative universe that extended beyond haircare to encompass broader lifestyle interests identified through AI-powered social listening tools. This approach allowed Kristin Ess to authentically connect with diverse subcultures and interests within their audience, fostering deeper community engagement.
Creative Platform Development: We Speak Chic
Their winning formula has always been an effortless chic vibe, so I leaned into that to create We Speak Chic–a universe we can build content, campaigns, surround sound vibes, music, identity, and experiences. Enjoy!
KEY ART
Chic Dictionary Series
Chic Dictionary is a multi-dimensional brand and performance series that helps shape our Chic world by allowing us to define chic in our own way. The first episode features super star Madison Lecroy from Southern Charm.
"What's Your Chic?" Series
Script Writing For Streaming Commercial
RESULTS
The results have not yet been tracked, however 4/5 key Watchable Brand Criteria have been met.
Key Watchable Brand Criteria Demonstrated:
🎠🎠🎠Episodic and Serialized Content: Engaging narratives and ongoing campaigns that encouraged return engagement.
🎠🎠🎠Always-On Editorial Calendar: Consistent content flow that tapped into cultural trends and moments.
🎠Brand Programming Based on Connected Customer Journeys: Personalized content with clear calls-to-action, enhancing immersion and relevance.
🎠🎠🎠Emphasis on Storytelling: Compelling narratives that fostered emotional connections and loyalty.
🎠🎠🎠Leading Culture, Not Following It: Initiating conversations and setting trends within the beauty and lifestyle space.