Kerasilk

YEAR
2023
INDUSTRY
Beauty, Hair care
JOB CONTENT
PR, event planning, brand strategy
HASHTAGS

#KERASILK #haircare
#TransformedByKERASILK
#MyKERASILKStory

Our client Kao set out to launch a new master brand from cult favourite salon treatment; KERASILK. 

As a new brand, storytelling around its unique positioning that highlights power, strength and positivity – ZAK developed and executed a robust full year integrated media / influencer strategy designed to introduce the new brand to the Canadian market, educate and build buzz.

Our strategy included Long Lead Media desksides to secure in depth write ups and a short-lead focused launch party as product hit salons in Toronto with brand spokesperson, celebrity hair stylist Harry Josh. A year long influencer campaign built additional buzz by showcasing results achieved in a relatable way, culminating in a brand trip to Santa Monica with six Canadian influencers. 

RESULTS ACHIEVED

In total we achieved over 200 million earned media impressions and an additional 70 million social media impressions. Kerasilk was featured in tier A outlets such as Clin d’Oeil, CHATELAINE, THE KIT, ELLE Canada, ELLE Québec and others. The brand trip alone achieved an impressive 21 million impressions, equivalent to an investment of $0.003 per audience reached.