winning.work

Agency:

Client:

Description: A brief description of the work and creative idea:

As a category stalwart, Kenra was due for a refresh. The brand has been around for decades, but it needed to expand beyond diehard loyalists + and hairstyling professionals by breaking out of the ‘blah-glossy-hair-blah’ sea of sameness with the relaunch of its revamped haircare line. So, we developed the “Hairy Godmother” campaign which takes a whimsical, humorous approach to telling product efficacy stories. The spots feature bright colors, comedic talent + minimalist sets to put some dopamine-filled fun out there – like a crab in a luscious wig + a mouse with a stunning blonde bob – all courtesy of the magical transformations Hairy Godmother creates thanks to her superpower: Kenra.

The Brief: What was the brief? What were the challenges and objectives?:

THE ASK: Develop a creative platform to relaunch Kenra’s reformulated line of shampoo + conditioner.
GOALS: Brand recognition + increased market share in the haircare category
- Attract new customers, especially millennial women
- Convince pro hairstylists to give Kenra haircare another chance
CHALLENGES:
- Previous iterations of Kenra’s haircare products were not embraced by pro hairstylists because product efficacy missed the mark.
- Up until the last few years, Kenra has only been available for purchase at salons, so this campaign also needed to drive consumer demand at retail via Ulta + Amazon e-commerce.

Solution + Results: How did you solve the brief? What were some of the results?:

INSIGHT: Sure, the science behind product formulations is cool. But when it comes to haircare, people really just care about results.
CREATIVE STRATEGY: Shift the focus from Kenra’s proprietary peptide technology to the magical results it creates for hair.
MEDIA APPROACH: With a paid media budget of approx. $400K, the creative platform came to life across hifi paid social video, an influencer push, UGC + posts / stories across Meta + TikTok. Media targeted both female millennial consumers + the pro hairstylist audience, driving traffic to Ulta, Amazon + Kenra’s trade ecommerce platform.
- NOTE: Media was led by our partner agency, Dysrupt.
RESULTS:
- 29M media impressions
- 2.8M video views across Meta + TikTok
- 45K new consumer purchasers acquired across Amazon + Ulta

Context (optional): Are there any specific cultural/regional/local references for judges to understand?:

In keeping with our DEI commitments, the project was produced in collaboration with diverse partners – from the all-female Kenra brand team; to the female + minority-owned production company, Reverie; to the all-female art department; as well as our female editor + colorist.

AI Usage (optional): Did you use AI in any part of this work? If so, what was it?:

N/A

Where This Was Entered (optional): Which other shows did you enter this work and in which category/categories? It helps with context, and listing only:

FUTURE: Cascadia Creative Awards -- Video Campaign | Big Budget

Kenra VP of Marketing:

Alex Lester

Kenra Director of Marketing:

Caroline Klaas

Kenra Sr. Integrated Marketing Manager:

Melissa Singer

Kenra Social Media Manager:

Caroline Bonini

Kenra Artistic Ambassador + Lead Hairstylist:

David

Foul Mouth Creative Co-Founder + Creative Director: