Mango managed Wella Professionals’ partnership with Sydney Gay & Lesbian Mardi Gras over two years, driving awareness of Wella’s expertise in colour and support of the LGBTQI community with both trade and consumer audiences.
Activity spanned partnership management, brand activation (including Wella’s float in the Parade), media relations and content creation.
To drive reach and engagement online in the partnership’s second year, we scripted and produced with DDB Sydney a content piece, ‘Own Your Colour’, featuring Australian drag royalty Courtney Act.
The film showcased the importance of colour as a means for identity and self-expression as well as positioning Wella as leaders in professional colour services.
Wella’s top colourists also collaborated with Courtney and Wigs by Vanity on the ‘Official Wig of Mardi Gras’ which she wore in Own Your Colour and across a series of social media posts on both her and Wella’s channels.
Results included almost half a million views of video content, three million social media impressions and almost two million in editorial.