Streax Professional is a leading expert hair care brand in India with products sold in 25,000+ salons, reaching 1.2 million consumers. As India’s hair color segment grows due to increasing spending on personal grooming and tech advancements in cosmetics, Streax fulfils the need for aspirational yet accessible products. It empowers stylists by upgrading their skills with world-class training and educational facilities, thus enabling them to offer the best professional services.
Streax Professional sought to increase its market penetration, elevate brand awareness and educate users on its products.
Challenge #1: Low digital presence for Streax
Gutenberg solution: Kickstarted Streax Professional’s social media assets and used them as a lever to create awareness about the brand. Although the Facebook page had a reasonable following and shares, Instagram was not active initially. Gutenberg addressed this by creating interesting content and campaigns, resulting in increased following and engagement on the platform.
Challenge #2: Challenge #2: Strengthening awareness of product line among salon professionals
Challenge #3: Establishing brand as youthful, fashionable, and eccentric.
Gutenberg’s integrated campaign led to an increase in media coverage, reach, engagement, video views, and Instagram followers. The campaign reached 257 million people with 7.8 million engagement rate over 2018-2020, which won the Platinum and Gold dotCOMM Awards in the Digital Marketing & Communication Campaigns and Video categories, respectively and CMO Asia’s Best Digital Marketing Campaign 2019. The campaign successfully positioned Streax Professional as a premium styling brand and created a sustainable footprint for the brand.