Branding & Content Strategy: Wahl Professional
Haircare & Personal Grooming
Script Writing, Copywriting, Strategy
Since 1919, Wahl Professional has been a leading manufacturer of grooming products for both men and women. The company had been on social media platforms like Facebook, Twitter and Instagram for a few years, showcasing its products, featuring testimonials and offering tutorials for its audience.
By 2014, Wahl Professional had hit a wall with their efforts and were looking for ways to increase their audience size and engagement. They was also looking to launch a men's personal grooming line, sold exclusively through hair salons and barber shops.
The Path Forward
The company sought social media consultation and insights on how to improve their performance. I developed a brief that would implement a strategy that capitalized on the audience they already had and took it new levels.
I leveraged user-generated content, untapped online influencers in the industry and interacted with the audience on an almost real-time basis with the goal of making it feel beyond an online community. I also developed content showcasing their products and tied it into the brand's reputation leader.
In addition, I collaborated with the creative team to develop a product video and tutorial series for Wahl '19, the men's personal grooming line.
The legendary grooming appliance maker thrived online, resulting in a current average of nearly 850 interactions per Instagram post and a 88% increase in total audience improvement since the strategy and social media tools were put into place.
Usage of the #WahlPro hashtag on Instagram also saw impressive growth, netting an engagement rate exceeding half a million over time. On Facebook and Twitter, audience size nearly tripled, with audience engagement levels spiking eight times their daily average on Twitter since the strategy debuted. The campaign was also highlighted by leading social media software tool, Sprout Social.
I composed a three minute script that highlighted the different products in the Wahl '19 line, connecting the company's rich tradition and history to today's men's personal grooming styles . The spot was featured in promotional marketing campaigns directed toward hair salons and barbershops.