Goals and objectives
The Evoke Agency was engaged to launch the Incredible Collection by milk_shake® Hair, introducing two new products—Incredible Oil and Incredible Serum—alongside the existing fan-favourite, Incredible Milk. The campaign aimed to drive awareness and discovery of the full collection among both existing milk_shake users and new audiences.
To achieve this, The Evoke Agency executed a comprehensive strategy that included creative direction, content production, a high-impact campaign shoot, and influencer partnerships. The goal was to position the Incredible Collection as a versatile, multi-benefit haircare solution, reinforcing milk_shake’s brand presence in both professional and consumer markets.
Surprising Insights
The campaign revealed the growing importance of educational, influencer-driven content in both professional and consumer haircare marketing. It also emphasised that while polished visuals build brand credibility, authentic storytelling and platform-native content are essential for driving meaningful engagement.