Moroccanoil
Integrated marketing & advertising / Social media / Influencer program / Photography & Art direction / Messaging
An-yal worked with Moroccanoil on its Japan digital communication strategy and launch of Color Complete, a new line of salon professional products.
The iconic hair and body brand is ranked in the top ten professional beauty product categories worldwide.
The Challenge
Our primary goal was to expand the brand's community and broaden its appeal to connect more effectively with everyday consumers, transitioning away from focusing solely on business users, professional hair stylists, and salon owners. This shift in focus was in preparation for the imminent launch of Moroccanoil Japan's direct-to-consumer channels.
Furthermore, the brand tasked us with adapting content and messaging created for a global audience to resonate more authentically with Japanese consumers.
PRODUCT LAUNCH CAMPAign
An-yal developed an impactful campaign for the Japan launch of Moroccanoli's Color Complete regimen.
This included adapting assets to Japanese preferences, converting visuals into user-friendly, step-by-step content for social media and performance marketing, and fine-tuning campaign messaging to reflect Japanese hair types and styling trends.
Furthermore, our strategic performance marketing efforts included continuous testing and optimization, which quickly amplified top-performing ads. Comprehensive data analysis provided us with valuable insights into the target demographic, allowing us to make informed decisions and drive results.
sOCIAL mEDIA MARKETING & CREATIVE
An-yal launched the official Instagram account while also focusing on strategic planning, content creation, community engagement, and performance analysis. Our team worked closely with Moroccanoil Global to develop localized content, including motion animation, how-to guides, and seasonal hair care tips for various weather conditions. This comprehensive approach boosted brand visibility and engagement and generated actionable content for their audience.
AMPLIFYING PRODUCT EXPERIENCE: STYLING pHOTOSHOOT
To highlight Morrocanoil's innovative products, An-yal organized and managed a hairstyling shoot with a talented stylist and model. Not stopping there, we seamlessly integrated these visuals into social media content to enhance the user-product experience and encourage community participation.
Influencer PROGRAM
To extend Morrocanoil’s reach and awareness, An-yal led an influencer program during key stages of the campaign. Collaborating with popular beauty and lifestyle creators.
The program included two 30-day campaigns with the same five nano-influencers, giving them ample time to get to know the brand and immerse themselves in the product experience while creating and sharing engaging story-driven content throughout the duration.
Results
Community growth +40% / Advertising spend -53% / 8.4M Impressions / 2.1M Reach /
An-yal's comprehensive digital communication strategy and Japan market launch campaign helped expand Moroccanoil's reach and appeal within the Japanese market.
By effectively engaging everyday consumers and aligning messaging with local preferences and trends, Moroccanoil successfully transitioned toward direct-to-consumer channels while maintaining brand integrity and driving product awareness and sales.
