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H+K Strategies Puts Digital at the Heart of Wella Shockwaves National Music Awards Sponsorship for Record ROI

Having sponsored the NME Awards for seven years, Shockwaves reached out to H+K Strategies to help step change the way it amplified the partnership to male consumers.  With receptivity insight pointing to heavy online usage, H+K Strategies put digital at the heart of the plan to engage the everyday man in this aspirational brand experience.

An online community was launched through Facebook to share creative content and live feeds throughout the journey - from regional tours to London based awards shows - driving organic growth of 1,000 new members per week. What’s more, H+K Strategies reached out to the UK’s most influential grooming bloggers with expert styling advice and footage to drive credible product recommendation on high-reaching websites and blogs.

The breadth and depth of the engagement helped Shockwaves achieve record ROI for the sponsorship in 2011 and stimulated a community conversation that lives on beyond the Sponsorship for ongoing equity building