Styling a hair care brand's
Nak is a leading Australian hair care brand, who develop various hair care products for local and international consumers. Strong growth and a focus on creating cutting edge products had taken attention away from their online presence.
Vivo Group partnered with Nak to invigorate their online presence and stimulate conversation with their fans; something that hadn’t happened previously.
The initial stage saw us create a new, content managed website. An uncluttered, clean interface design brings focus to high quality imagery and related products.
To give the brand a voice, we also established a social presence across Facebook, Pinterest, Instagram, Twitter and YouTube. A social strategy provided Nak with a plan on how to start and become involved in conversations with their fans.
Be a source of information.
Nak’s success and reach relies on the stores and salons that stock their products. So as not to undermine these sales channels, a conscious decision was made not to create an ecommerce store that would compete.
Instead, the website instead seeks to provide information on the products and ranges to which they belong. A product comparison tool helps educate users on the ingredients and benefits of differing products.
Servicing over 200 salons across Australia presented several tension points for sales staff. Distributing information was cumbersome, keeping track of clients was difficult, and providing marketing material was time consuming.
To alleviate this pain, Vivo Group created a secure forum and document repository that houses a variety of information including high resolution images, product information, training material, and wholesale promotions.
Being a retail brand, living in the fashion space, it was important to show this aspect. A social strategy was developed to engage users, and to give brand advocates a channel in which they could communicate and discuss Nak’s products, the styles that could be achieved, and importantly, which celebrities were using the products.
Prior to our engagement, Nak had limited social reach. Since this time, we have developed numerous Facebook applications which has seen their business page attract over 8,000 new fans. In a similar vein, their Instagram channel now has over 2,300 followers. Images located within inspiration boards on Pinterest are regularly repinned. Nak’s website also houses a social feed which aggregates content from these channels.