WS Academy

In short

18.3 million views

content views on Instagram, TikTok, and Facebook from March to June 2026

NEARLY DOUBLE SALES

year-over-year during the collaborative efforts from March to June 2026

Industry: beauty / haircare

Products: WS Academy (Wierzbicki & Schmidt)

Market: Poland

Channels of reach: Instagram, TikTok, Facebook

Objective:

To build an expert and engaging brand image that responds to real audience problems while supporting online sales and product availability in Rossmann stores.

Activities:

TikTok-first content strategy
rebuilding the brand communication
short-form video production
haircare trend analysis
creation of problem-solving formats
paid support for top-performing content
reporting and scaling results

The challenge

How do you move away from lifestyle-focused content toward expert communication based on customer experiences and trends, in a world where users increasingly look for products that improve everyday comfort and wellbeing?

Execution

In March 2026, we initiated a strategic overhaul of the brand's communication, launching a new content model.

We concentrated on high-quality video formats that addressed specific questions and issues faced by social media users.
All organic content and paid activities were seamlessly integrated with the purchasing path from the start. In our stories, we regularly showcased product availability at Rossmann and directed audiences to the offers.

Meta Ads campaigns drove traffic directly to the website and the Rossmann app, while TikTok ensured wide content distribution and attracted new audiences..

Our strategy focused primarily on:

• “problem → solution” formats
• educational haircare content
• hair and styling trends
• content presenting everyday haircare rituals
• native storytelling tailored to TikTok
• fast-paced dynamic videos with a strong hook from the very beginning
• consistent linking to products available online and in Rossmann stores

Example Publications

In March 2026, we initiated a strategic overhaul of the brand's communication, launching a new content model.

We concentrated on high-quality video formats that addressed specific questions and issues faced by social media users.
All organic content and paid activities were seamlessly integrated with the purchasing path from the start. In our stories, we regularly showcased product availability at Rossmann and directed audiences to the offers.

Meta Ads campaigns drove traffic directly to the website and the Rossmann app, while TikTok ensured wide content distribution and attracted new audiences..

Hair
Colour Trends
‍

866k video views*, over 21k interactions, including more than 2k. shares and as many as 5,5k. saves

Hair
Detangling – Poranna Rosa

646k video views, over 6k interactionsand more than1k saves

Collaboration Example: Magda Banaś

646k video views, including 287k paid views, more than 1k interactions, and almost 200 comments from engaged followers.

Keratin straightening: WE SAY NO

5.5k video clicks on Facebook and more than 1.1k interactions, including nearly 200 comments.

*Content supported with paid media campaigns.

Results

2× higher sales

Year over year (YoY) during the period directly following the start of our collaboration.

18.3 million views in four months

Across all published content on Instagram, TikTok, and Facebook.

2.2 million TikTok views and a 34.5% increase

June results compared with May.

312,000 interactions

The total number of likes, comments, and shares over four months.

31,000 comments and saves

From potential and existing customers across all channels.

+150% increase in average engagement rate

Compared with the period before our collaboration.

Additionally, content and paid media activities translated into rapid community growth:

+14,150 new TikTok followers

+6,730 new Instagram followers

+3,942 new Facebook followers

“Together, we built a strategy based on the insight that modern beauty content today must not only attract attention through aesthetics, but above all create emotional value and a genuine sense that the product truly responds to audience needs. The DDOB team perfectly understood the needs of our brand and proposed an approach built around expert haircare communication, education and a light, authentic dialogue with the community. Today, audiences are not only watching our content, but are genuinely engaging with the brand and entering into conversations with us. This strategy works both in terms of reach and engagement, as well as growing interest in our products. We are extremely excited about the upcoming months of this cooperation!”

IZABELA ŁUCZAK

MARKETING MANAGER, Fale Loki Koki

This story continues. In the coming months, we are expanding formats that transform expert knowledge into audience relationships, turning those relationships into business and brand image results!

Case Studies

A New Beginning for WS Academy

In short

The challenge

Execution

Results