WAHL, established in 1919, has been the global leader in grooming products. In its 100 years of existence, WAHL has catered to all market needs with its wide range of professional, home, and pet grooming products. But when it comes to their hair styling portfolio, consumers preferred competitive brands. WAHL wanted to hence, shift focus to increase reach specifically for their styling portfolio and claim position in the hairstyling consumer market. Next Big Studio took this responsibility on its shoulders and set out to add another feather to its cap.
The goal was to create a unique proposition, a story that could connect with the consumers and leave an everlasting impression. After intense brainstorming, research, and data deep diving; we devised a compelling strategy. The campaign ‘Styling by WAHL’ was our brainchild for solving the brand’s pain point.
Styling by Wahl – to celebrate the freedom of expression through unconventional ways to present oneself.
While offbeat, this campaign’s proposition is in line with being expressive – a common emotion among unique individuals. ‘Hairdom of Expression’ was born as the positioning statement, supporting the emotion of this campaign.
We executed the campaign in two phases – Pre-launch and Launch. The goal of the first phase was to create a buzz through social media and E-commerce websites. Think of emotion-evoking, starkly differentiating activations. These activations revealed the campaign logo which was also developed by Next Big Studio.
The campaign launched with an ad film, showcasing individuals from different walks of life, with different preferences but with a common desire to express themselves through styling. The ad film portrayed these individuals expressing through their hair with WAHL products and carrying their unconventional styles with ultimate comfort and confidence.
