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Special Project

Special Project
From the 7th Annual Shorty Awards

Wella Education

Entered in B2B, Education

About this entry

Wella Education has created a community where stylists share ideas, blow minds with their collective creativity and share tools to accelerate their career.

Using the hashtags #WellaHair and #WellaLife across 5 different social media platforms, we invite all stylists to celebrate the relationships and the behind the scenes magic of our industry with each other in order to promote a welcoming and encouraging environment.

Wella Education's focus is to encourage stylists to continue learning while providing them the tools they need in order to do so.

Why does this entry deserve to win?

In order to create an environment that promotes education in the salon industry and build a community of stylists who share the same concerns, moments and struggles (lifestyle, if you will), we created the Wella Education Facebook, Instagram, Twitter, Tumblr and YouTube accounts - where over 180,000 stylists interact with us on a daily basis to share their stories and to be a part of the #WellaFamily.

In 2014, this community has grown from 19,000 fans in December 2013 to the 180,000 strong that we are today. Not only is the community large, but they are ACTIVE! #WellaLife (used by stylists to describe 'our culture') was used 87,066 times on Instagram, while #WellaHair (used by stylists to describe 'our craft') was used 25,218 times – thus creating a content base that fans were able to search for knowledge and inspiration. With the simple use of hashtags, Wella Education has created an open conversation, through these clickable, searchable links, between stylists - nationally and internationally - encouraging peer inspiration and education.

Through this extremely interactive audience we've been able to connect salons who don't use Wella with team members who can teach them about our products, excite and assist students and professionals in career development, bring students and stylists into our educational studios and hold interactive contests/scavenger hunts all over the United States.

Whether we're using content from followers, or in-house created content, our goal is always to promote the importance of education AND give the stylists the tools they need to get there. Be it through an Instagram post of a look with the formula, a blog post about how a top Wella Professional got to where they are today, or a Facebook event promoting a new class, Wella Education is always encouraging young stylists, veteran stylists - and anyone in between - to keep growing, keep learning, and to always be a part of the #WellaLife.


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