A stronger appeal sculpted through content for a new generation

In the UK, this once leading brand of hair styling products was steadily losing market share. Not only was it being outspent, it was struggling to connect with its primary customer: teens. Without the means to increase spending, Shockwaves’ had to be smart in staying relevant. 

We recognised that amongst teens, there have been big changes in behaviour. They interact with each other in new ways; they are creators and curators of culture, as well as consumers of it. This generation also struggles to feel appreciated. So we conducted a series workshops to understand better how to celebrate and empower this often-misunderstood age group. 

The result: style is your playground. A new brand positioning and content series that gives teenagers the confidence to get even more creative in how they express themselves.


Collaborating to get the best look

By collaborating with our audience in workshops, we created an authentic new visual approach that brought Shockwaves’ new brand positioning to life. 

Shockwaves Styleplayground

Consistently eye-catching and edgy, it gave Shockwaves greater visibility when compared to its local market competitors.

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#readytoplay goes social

We combined a social channel communication strategy with a range of shareable new video content. This included videos that would capitalise on news and relevant events.

These videos were designed to be shared among teenagers, while selling the merits of Shockwaves’ hair styling products in a way that felt genuine to a discerning audience.

Willithold Teddy Pic
Shockwaves Donut

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Outstanding results

For the duration of this campaign, the video content was watched over half a million times. Since this was achieved without any media support, it shows the power of advocacy amongst style-stricken teenagers.


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"What began as a brand refresh became a comprehensive messaging platform with brand guidelines and a distinctive visual style that genuinely resonates with how young people today think and feel."