DeVries Global - Content Production
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Aussie

HOW WE CREATED A TRIBE THAT HELPED SHAPE A BRAND

Brief

With the hair and beauty space oversaturated with brands using the same influencers, how does Aussie avoid the ever-growing sea of sameness and stand out from the crowd?

Insight

Through the development of a global strategy we helped Aussie identify unconventional influencers and leverage influencers in unconventional ways to ensure that the brand avoided a sea of sameness.

Aussie Shampoo

Idea

We helped Aussie identify influencers who would build the Aussie brand & the cult of 3MM by reflecting Aussie's philosophy, values & attitude.

Once we had identified our TRIBE, we activated the influencers in different ways so that the result is always unconventional. We connected with music via festivals, YouTube celebrities and comedians to create alternative how-to content and provided products to touring surf girls.
 

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Imprint

Our Laura Bubble how-to series was seen by 2M fans on YouTube

Aussie Surf Girls created over 40 pieces of organic branded content, generating 20k engagements

241 pieces of festival content with #AussieHair were created during the festival activation