WS Academy

In short

FIRST MONTH OF COOPERATION – MARCH 2026

6.9M views

across Instagram, TikTok and Facebook content

~20K saves

of content published on Instagram and TikTok

~163K interactions

likes, shares, saves and comments across all social media channels

Industry: beauty / haircare

Products: WS Academy (Wierzbicki & Schmidt)

Market: Poland

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.

Channels:

Instagram, TikTok, Facebook

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 implemented a strategic transformation of the brand’s communication and launched a completely new content model.

We focused on high-quality video formats answering specific questions and problems faced by social media users. In organic Stories content, we clearly communicated that the products are available at Rossmann, while paid campaigns directed traffic directly to the website and Rossmann app.

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

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

Does a Sleek Bun Damage Your Hair?

120k video views, over 1k nteractionsand more than 100 saves

*Content supported with paid media campaigns.

Results

In just one month (March 2026), we built a strong foundation for the brand’s further growth within the culture of modern haircare social media.

6.9M views

of all published content

130K likes

across all published photos and videos

3,979 comments

from potential customers

19,969 saves

under the brand’s publications across all channels

+150% increase in average ER

compared to the period before our cooperation

80% Video View Rate

and successful expansion beyond the brand’s existing follower base

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

2,061 new followers

double the initial growth forecasts

1,832 new followers

on TikTok alone

93% Instagram follower growth

thanks to Meta Ads campaigns

“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 is only the beginning of the story 🙂
The next part of the case study, covering the following months of our collaboration, is coming soon!

Case Studies

A New Beginning for WS Academy

In short

The challenge

Execution

Results