INDOLA, a brand belonging to the Henkel Group, offers trend-oriented trend-oriented hair care, hair styling and hair cosmetics. INDOLA decided to include User Generated Content on its website and its own Instagram account in order to present the salon-exclusive products in a more experiential way. Our case study tells you the story of how the brand managed to get countless hairdressers and stylists sharing their versatile INDOLA creations on Instagram in no time.
The Situation
The Henkel group includes the international brand INDOLA. INDOLA offers trend-oriented hair care, hair styling and hair cosmetics products that are salon exclusive. Developed with hairstylists for hairstylists – this is INDOLA. #SimplySmarter
INDOLA provides its customers with everything they need for their professional work. The high-quality products are tailored to the needs and requirements of their customers. According to this, INDOLA supplies the end customers with salon-exclusive hair cosmetics of first-class quality and facilitates the work of the stylists – every day, with ease, over and over again.
The Challenge
INDOLA is young, fresh and full of bold ideas – just like their customers, professional hairdressers. They want to carry this philosophy to the outside and offer hairdressers, high quality innovations that are perfectly tailored to their needs. INDOLA was looking for ways to give these innovative and inspiring creations a stage online, to value them, to empower the community, and to increase the interaction of the community. In addition, they wanted to use the artistic content to create inspirations for their customers and potential customers.
The Solution
INDOLA decided to integrate User Generated Content into its own website and on marketing channels, such as Instagram. For this purpose, INDOLA used and distributed its branded hashtag #SimplySmarter and #indola, so that hairdressers quickly shared their creations on Instagram with the hashtags. The hairdressers thus got the stage and attention, which they searched for a long time. squarelovin allows INDOLA to collect this authentic content, to automatically request the usage rights and to integrate this content on their website.
The Result
INDOLA started with 1,000 UGC photos on Instagram including the hashtag #indola. When squarelovin joined as a UGC tool partner, the number increased to 34,000 UGC images after just 10 months. After 2 years INDOLA generated 86,000 pictures on Instagram with the hashtag #indola. In addition, by integrating User Generated Content into the website, the average time spent on the website increased by 118.6% after interaction with the Social Wall.
By integrating User Generated Content into its own website, INDOLA was able to enormously strengthen the sense of belonging to the community. In addition, the customers, in this case hairstylists, feel extremely valued and proudly show their creations. The diverse creations provide an enormous number of inspiration that allow hairdressers to gather new ideas or to see how products look on different people.
Q&A
How important is User Generated Content for the purchase of products for professional hairstylists?
The positive feedback we receive from our community on our social media channels shows that User Generated Content is one of the primary sources of inspiration for hairdressers. Especially in the field of coloration and before-and-after pictures, performance and commitment are extremely high!
What is your main use for UGC?
User Generated Content gives us the opportunity to inspire hairstylists and to celebrate our products in an editorial way on social media.
What do you think is the biggest advantage of UGC?
User Generated Content is authentic, appeals very well to our target group and also allows us to have a positive interaction with our community.
Which tasks does squarelovin take care of for you? Do we expedite your work?
squarelovin allows us to collect user-generated content, which refers to our brand, to select it in a targeted way and to present it in an appealing way on our website.
Natalie Meyer | Junior International Digital Manager | indola.de
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