Brief

Deliver a creative campaign leveraging Wella Professionals’ partnership with Mardi Gras that drives awareness of Wella’s expertise in colour and support of the LGBTQI community with both trade and consumer audiences.

Activity

Following a hugely successful 2018 campaign, Mango recommended a content and talent-led strategy in 2019 designed to drive reach and engagement online, supported by a strategic publicity campaign.

To anchor this, we scripted and produced with DDB Sydney a content piece, Own Your Colour, featuring Australian drag royalty Courtney Act that 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 editorial reach.