Community Marketing Case Study | Wella by Convosight
for Brands


  • Wella wanted to expand its market by generating huge word of mouth.
  • They used an insight-based community marketing approach to drive conversations around the superiority of salon hair colour by engaging 1 million women across 19 communities around beauty, women & lifestyle.
  • The brand achieved 8962 UGCs, 2700 brand mentions, and 2X increase in usage-related conversations

About Wella

Wella is a German hair care brand that specialises in hair care, styling and colourants sold to individuals and hairdressers. It has more than a 140-year legacy of delivering innovations and services that enable hairdressers’ creativity.

Wella Product Image 1 for Community Marketing Case Study Wella Product Image 2 for Community Marketing Case Study Wella Product Image 3 for Community Marketing Case Study Wella Product Image 4 for Community Marketing Case Study

Wella’s Objectives

With less than 30% of women preferring specialist salons, the brand wanted to understand fears of adopting salon hair colour solutions and create acceptance of the salon hair colour concept.

“The brand wanted to create and expand its category by generating word of mouth. ”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

The brand used community marketing to generate word of mouth for salon hair colour solutions by engaging 1 million women across 19 communities around beauty, women & lifestyle.

Campaign Structure


2. Analysing consumer insights from real conversations

To drive the campaign, we analyzed the existing conversations in the above communities and observed that:

  • Over 50% of women coloured their hair at home, while less than 30% went to specialist salons.
  • Almost 20% of women frequented local “beauty parlours” instead of salons.
  • Benefits of specialist salon colouring were not understood, with “expensive” being the most common deterrent.
  • Hair Colouring had multiple fears associated with it, as 90% of women felt that ammonia damaged their hair. And over 50% of women had faced hair damage due to colouring in the past.

With most women having fear associated with salon colour, we focused on creating conversation around the superiority of Salon Hair Colour and showcasing the impact of Wella hair colour solutions with before and after photos. We also planned to host surveys to understand consumers' fears and address them with expert led sessions.

3. Community Marketing campaign idea

We planned a three-phase campaign, and all the campaigns ran for over four months in the communities. All three phases focused on addressing the concerns of women for salon hair colour solutions while positioning Wella as one of the best salon hair colour solutions.

The first two phases focused on addressing the concerns of women by hosting expert-led sessions. A leading hairdresser hosted the first session, and she discussed various problems of women like hair fall, best hair colour solution, how often to colour, etc. A colour specialist hosted the second session, and the focus was to address various myth busters and explain the superiority of salon hair colour. These sessions also addressed the fears around ammonia and the necessity of the compound to create longevity of colour.

The last phase focused on showcasing the entire salon experience to create trust and brand advocacy for the brand. This was led by admins sharing their entire salon experience with the process of getting hair coloured, hairstyles, and before and after changes. The conversations were followed by members sharing their own personal experiences & expectations of the brand.

As members started participating with their own stories via User Generated Content (UGCs), we strengthened the association of benefits with the brand while continuously educating members about the benefits of salon hair colour to build trust around the brand further.

While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their personalities and style to each of their posts.

Solution types

Static Posts

Carousel Images

Videos of Usage


RoI of Community Marketing
for Wella 📈

2700 av.
Brand mentions
(increase from 3)
Increased brand share of
voice from 2.7% before
User generated posts

The Big Beautiful Highlights

Via Brand Tracks, we established that unaided awareness of Wella that was 33% in exposed groups, vs 24% in unexposed groups, while usage for Wella was 31% in Exposed Groups & 22% in unexposed groups.

This was further broken down by 61% usage of Wella in Hair Colour category in Exposed Groups, vs only 40% in unexposed groups, who still associated the brand primarily with shampoo.

Within campaign groups, Wella's preference was 10 points behind the leader brand L’Oréal, but was 21 points behind in non-campaign groups.

In terms of member participation in campaign, usage-related conversations increased by 2X from Phase 1 to Phase 3, while queries & concerns reduced by 67% in the same period, highlighting greater acceptance of the campaign narrative. 18% of all brand conversations were about purchases and recommendations, indicative of very strong advocacy for the brand.

Top Performing Communities 🥇

Real People Real Conversations 💬

Members who already colour with Wella or use any particular Wella product posted about their positive experiences. Women gladly shared their experience with Wella in the live sessions.

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Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

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  • Driving Category Awareness
  • Create a Community of Brand Users
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