Wella breaks the internet with the world’s largest digital hair experience

This experience allowed Wella to pivot into digital and reach a wider audience than ever before. To hold the attention of busy hair professionals, we designed an interactive TV-style event with something for everyone. Content was voiced in 11 languages and the entire event was held twice on the day of the event, allowing the global audience to choose a start time best suited to their location. The initial 10,000 viewers target was smashed with over 77,000 registrations, and 25,000 joining on the day!

The Challenge

With IRL events impossible in 2020, we connected hair professional across the world and shared everything wonderful about Wella through a ground-breaking digital event.

The Approach

Accessible to beauty professionals around the world and free to join, the Wella WE Create event allowed the brand to pivot into digital and reach a wider audience than ever before.

To hold the attention of busy hair professionals, we designed an interactive TV-style event with something for everyone. Lots of rich topics, carefully curated, contrasting styles, and short, snappy bite-sized content, all wrapping around longer, more in-depth features. In an innovative move, the event delivered two channels of streaming content, broadcast simultaneously over two hours – with attendees free to skip between channels, or catch anything they missed later by watching on demand.

Involving more than 20 of the world’s most accomplished hair artists, WE Create shared styling transformations, trend insights, hair hacks, business advice and sustainability tips. The event also hosted the International TrendVision Awards, with 7 category gold winners announced live. WE Create also featured two new hair collections, designed during the pandemic by 13 guest artists around the world, collaborating by Zoom to ensure a coherent vision.

To cater to an 86% mobile-first audience, we custom-built our own hosting platform. Content was voiced in 11 languages and the entire event was held twice on Sunday, allowing the global audience to choose a start time best suited to their location.

The Result

The WE Create event was something completely new, setting a new benchmark for the industry. The audience was global. The content was global. And the guest artists were globally renowned, all brought together through WE Create.

With an initial target of 10,000 viewers, over 77,000 ultimately registered, with 25,000 joining the event on the day, generating 66,000 interactions in the chat – and pushing our platform to its limits. A further 10,000 watched material after the event on demand.

See also

Country House

The Lockhouse,
71 Mead Lane,
Hertford, SG13 7AX

Town House

Albert House,
256-260 Old St,
London, EC1V 9DD

Manchester

Studio 106, SeeSaw,
86 Princess Street,
Manchester, M1 6NP

Amsterdam

Suikersilo-Oost 22,
1165 MS Halfweg,
Netherlands