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Fluffy Fall

Digital Social Video

DDM Studios tapped influencers and in-house beauty editors to establish fluffy fall (i.e. embracing big, beautiful curls) as the hair trend of the season — and position TRESemmé Mousse as the best styling product for achieving it.

Our dynamic program included a mix of bespoke social content, editorial event integration, and digital native content across InStyle, Byrdie, and PEOPLE, designed to maximize reach and exposure.

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In an effort to align TRESemmé with a high-impact editorial moment, DDM Studios sent TikToker Missy McIntosh to InStyle’s inaugural Imagemakers Awards in Los Angeles, California. She filmed a GRWM-style video using TRESemmé products before the special evening and another video at the event itself. Both were posted on Instagram Reels.

TRESemmé also had a TRES-up station at the Imagemaker Awards, where attendees could revive their hairstyles with bedazzled bottles of the brand’s products.

To further amplify TRESemmé’s messaging, DDM Studios produced three video series: “Curl Talk,” “Name & Claim,” and “Slay or Nay.”

In “Curl Talk,” InStyle Beauty Director Lauren Valenti and influencer Amanda Diaz shared expert advice on caring for and styling curly hair. “Name & Claim” saw Byrdie Editor-in-Chief Hallie Gould using TRESemmé Mousse for a fluffy fall look in an Instagram Reel, while “Slay or Nay” for PEOPLE featured Diaz sharing her POV on the fluffy fall trend and declaring TRESemmé Mousse the ultimate slay.

Finally, the creative team developed one custom article for InStyle. Leveraging editor-supplied quotes, “Our Editors Swear By This Hair Styling Product” outlined tips for achieving three hairstyles — bouncy natural curls, voluminous blowouts, and undone waves — with TRESemmé Mousse. The native article drove an impressive 15.6% engagement rate and resulted in an average time spent of 33 seconds.