SECTOR:
CONTENT PRODUCTION
CLIENT:
DAVINES
YEAR:
2023-2026
ROLE:
Marketing Director
Content Strategy
About.
I led Davines Peru's content strategy and production, built on three simultaneous pillars: generative AI content, influencer collaborations in partner salons, and in-house production at our technical center featuring our educators in a highly engaging "TikTok-style" format.
Each pillar serves a distinct purpose and feeds a specific funnel: e-commerce, brand awareness, B2B acquisition, and organic engagement. This content system was designed to ensure every video delivers multiple touchpoints and serves multiple strategic goals.
AI-powered content.
Content production using generative AI (primarily Higgsfield) that simultaneously addresses two fronts:
In B2C, UGC content featuring AI-generated models that speak about products and benefits with technical precision. Less reliance on real models' schedules, greater consistency of messaging, and the ability to generate variants per line without re-shooting.
In B2B, videos of the "Doctora Davines" avatar, an AI-generated spokesperson explaining the benefits of becoming a Davines partner salon. This content directly feeds lead generation campaigns leading to the B2B conversational bot.
A single production pillar supplying two funnels: e-commerce campaigns on Meta Ads and B2B lead generation via WhatsApp.
In-salon partnerships.
Content production in partner salons with influencers: We secure the creator, shoot the complete Davines treatment, and publish the video in a co-author format across the brand, the salon, and her profile. A single asset, three organic distribution channels. In paid media, this creative feeds engagement campaigns on Meta Ads designed for brand awareness rather than immediate conversion.
However, as a return on investment for our partner, each activation includes two weeks of additional paid ads directed to the salon's WhatsApp Business, run directly from Davines' ad account. The same video asset is transformed into an active ad that generates booking leads for our partner salon.
In-house production:
Content produced at the Davines technical center with the brand's educators, optimized for TikTok. The core differentiator of this pillar is multi-funnel production: each video is filmed with three distinct endings, tailored to three different funnels.
The first is organic: a CTA prompts users to comment with a keyword, triggering a ManyChat flow that provides a personalized hair diagnosis and Davines product recommendations, with an option to purchase directly on the website.
The second is designed for Meta Ads with a conversion objective, driving direct purchases on the e-commerce store.
The third is B2B: ending with a CTA for hairstylists and salons interested in stocking the line, directing them to the WhatsApp channel of the Doctora Davines bot.
A single shoot delivers three creative assets for three separate funnels. Maximum efficiency per production hour.
