Firstborn

Redken USA was looking for a way to elevate the quality of their digital content and establish a cohesive look and feel for all of their video offerings. The goal was to reestablish the brand as the hair care authority by putting out a full year’s worth of relevant and timely content.

We took on the production of all of Redken’s digital content for 2013, creating a series of tutorials, along with product-centric and docu-style videos featuring real women—all of it dictated by consumer conversations and market events. Our internal Strategy and Studio departments worked hand-in-hand to map out the production schedule for the entire year, employing a system of Agile Content Development to make sure that Redken’s content was always fresh and up to date. New videos were produced in response to emerging trends and new Redken product launches, keeping the brand on the leading edge of content creation.

As each round of videos was released, our Strategy team tracked real-time conversations in social media, scouring the Internet to make sure that everything was on-trend. The videos firmly established Redken as the premiere source for styling products and information.