V Awards Winners Book 2022 - Flipbook - Page 16
CHALLENGE
Best Audience
Engagement
WINNER
SMYLE
WELLA, WE CREATE
Smyle created a head-turning virtual event for hair brand
Wella, for stylists online worldwide. Aimed at beauty and
hair professionals, the free-to-join, ‘WE Create’ event took
place in April 2021, enabling the brand to reach a wider
audience than ever before using a mix of entertainment,
inspiration and education.
To cater to an 86% mobile-first audience, Smyle
custom-built a dedicated hosting platform, with content
in 11 languages. The event smashed its target of 10,000
participants, with over 77,000 registering and 25,000
joining on the day, while a further 10,000 watched on
demand.
Smyle designed an interactive TV-style event, featuring
curated topical themes and trends, with snappy
bite-sized pieces alongside longer, in-depth content,
giving attendees compelling content without
compromising on their attention or time constraints. 20 of
the world’s most accomplished hair artists took part,
sharing styling transformations, trend insights, hair hacks,
business advice and sustainability tips. WE Create also
featured two all-new hair collections, designed during the
pandemic by 13 guest artists around the world.
The event generated high levels of engagement with
65,000 comments and interactions, while total earned
coverage (from headlines and attendees combined)
smashed targets by more than 500%. Judges praised
the “incredible” content and engagement.
Highly Commended
Broadsword
Global SME Event Series 2021
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