The Brief 

  • To re-establish Wella Professional’s presence as a market and industry leader

  • To launch its Asian-formulated professional hair colouring range Illumina Color Japan in South East Asia to both trade and media

The Solution

  • We conceptualised a two event campaign - a regional event held in Bangkok, Thailand for Southeast Asia trade and key Thai media followed by a supporting event in Singapore, focused on engaging key opinion leaders, including social media influencers

  • We addressed the challenge of a unfamiliar Japanese ambassador by engaging popular Korean celebrity, Lee Sunmi as Illumina Color Japan brand ambassador in South East Asia.

The Process

  • The regional event welcomed and hosted Thailand-based key media in print, digital and social media channels along with Key Opinion Leaders/ influencers

  • It was also attended by local socialites, Thai TV celebrity Toy Pathompong Reonchaidee and regional influencers including Singapore-based professional footballer, Antoine Viterale and Fashion Stylist Trey Wong. 

  • The anchor focus was on creating awareness and elevating the brand through a creative showcase, where 18 models presented creative expressions of Wella’s professional hair colour. 

  • We also extended the reach by broadcast through Facebook Live on several regional publications’ Facebook pages.


The Outcome

  • Over 200 guests (almost 100% attendance) 

  • Over 200 social media mentions, at least 100,000 video views 

  • 223 pieces of coverage averaging up to S$ 657,750 in AVE, well over S$1.97M in PR value.