Aussie Hair Social Content

Content Strategist & Copywriter for Aussie Hair’s social media

The Client: Aussie Hair, Procter & Gamble (P&G) Hair

The Campaign: #RooToLife

My Role: Established Aussie Hair's foundational organic online presence on Instagram (@aussiesingapore) in March 2023. I developed the social media content calendar and established key content pillars, along with captions for brand-building.

• Brand Storytelling: As a teaser to the platform launch, I utilised the Instagram 9-grid to build brand identity and communicate the brand's core values and unique selling points:

1. AUSSIE WHO? Australian ingredients, Aussome hair – that’s who. Now in Singapore. #RooToLife #aussiehair

2. AUSSIE WHO? Yummy scents, vegan conditioners – that’s who. #RooToLife #aussiehair

3. AUSSIE WHO? Richer, thicker, long-lasting, multi-usage treatments – that’s who. #RooToLife #aussiehair

4. AUSSIE WHO? Silicone-free, gentle cleansing shampoos – that’s who. #RooToLife #aussiehair

5. AUSSIE WHO? We save the wildest and driest hair, and the wildlife too – that’s who. Now in Singapore. #RooToLife #aussiehair

6. AUSSIE WHO? Giving you A-mazing hair with bounce – that’s who. Now in Singapore. #RooToLife #aussiehair

7. AUSSIE WHO? You do the LIFE thing, let us do the HAIR thing – that’s who. Now in Singapore. #RooToLife #aussiehair

8. AUSSIE WHO? Moisturising miracles from the Australian bush to your bathroom – that’s who. Now in Singapore. #RooToLife #aussiehair

9. AUSSIE WHO? Our hair care range powers your hair so you can power through life your way – that’s who. Now in Singapore. #RooToLife #aussiehair

• Product Features & Benefits: Product ranges from the brand are introduced to solidify the brand's commitment to meeting diverse haircare needs.

1. Find your roo: Fine-looking, not fine hair 🤡
   
   The Aussome Volume collection is formulated with Australian Kakadu Plum to give fine, flat hair a lightweight, volume-boosting fullness with a kangaroo-worthy bounce.
   
   Now available at all major online and offline retailers today. #RooToLife #AussieHair

2. Find your roo: Don’t let dull get you down 👊
   
   The Bangin’ Shine collection, which features a shampoo and conditioner duo, contains Australian Beach Strawberry to re-energise tired, dull hair, giving it a healthy shine so you’ll be looking bangin’ in no time.
   
   Now available at all major online and offline retailers today. #RooToLife #AussieHair

3. Find your roo: Dry, brittle, damaged and in need of a miracle? 💦
   
   The Miracle Moist collection, which features a shampoo, conditioner, and our iconic 3 Minutes Miracle Moisture Deep Treatment, contains Australian Macadamia Nut oil to replenish, revive and restore for sensationally soft locks.
   
   Now available at all major online and offline retailers today. #RooToLife #AussieHair

• Educational Content: Valuable information and tips related to haircare are shared to address the audience’s concerns and build rapport.

1. Thirst trappin’ done right 👅 Bounce back from hair neglect and moist up that noticeably brittle texture with the Moisture Miracle range, which contains Australian Macadamia Nut Oil to nourish your strands with hydration. #RooToLife #AussieHair

2. Be mad about matte no more! If your hair is deprived of shine, try the Bangin’ Shine range, which has Australian Beach Strawberry to give it a glossy coat of hair health 💫 #RooToLife #AussieHair

3. A look that speaks volumes? We got you covered. The Aussome Volume range is infused with antioxidant-rich Australian Kakadu Plum to complement your larger-than-life personality. #RooToLife #AussieHair