How We Drove More Reach, Engagement & In-Store Visits for KOOSHOO in North America.
An absurd 15 million plastic hair ties are tossed or lost every day in the US alone. Rachel and Jesse Schiller, co-founders of KOOSHOO, wanted to change this by creating stronger hair ties that actually last in your hair (instead of landfills) and are plastic-free so they don't damage the environment when disposed of. They launched the world's first plastic-free hair ties back in 2012. 'Kooshoo', in the local language of Norfolk Island where the family business is run, means 'feeling good', and that's what they aim to emulate with their collection of ethically-made, plastic-free, biodegradable hair ties, and other accessories—leaving you feeling good about your purchase and the planet.
+298% in impressions
+341% in post interactions
Jesse Schiller, Co-Founder at KOOSHOO
“I've been really happy with your team's work thus far and think you're doing a brilliant job. It's a pleasure to work with you all.”
THEIR CONTEXT
When Jesse Schiller contacted Green Socials, their social media goals for KOOSHOO were to engage and grow their online community and drive in-store visits to Whole Foods (US and Canada), where they had recently launched their line of ethical hair accessories. Jesse also wanted to bring more personality to their brand and overall tone of voice, to talk about sustainability in a lighter way rather than the usual serious tone used in this context.
Prior to working with us, their social media activity was sporadic (they posted whenever they had a new discount), and their rate of unfollows was significantly high on Instagram compared to industry standards.
OUR SOLUTION
After extensive research on the hair accessories industry, their competitors, and their audience's current social media presence, we created a comprehensive content strategy that would diversify their posts, especially on Instagram, introducing more Reels and inspiring/educational carousels.
By partnering with content creators and influencers based in the US, we were able to gradually convert their previous audience, which was mostly Australian, to a North American audience who could visit Whole Foods and increase their in-store sales.
Organising giveaways for their community, partnering with other eco-friendly brands, and creating creative Reels with the two co-founders showing more of their authentic personalities really helped reach, engage, and convert more of their target audience.
