THE CHALLENGE

We were challenged with achieving a ROAS while focusing on branding activity which would drive awareness and engagement with the ghd Pink range. As such, our objectives were:

• To deliver a high level of reach and engagement for ghd’s haircare tutorial video
• To drive engagement through high impact, interactive mobile activity
• To increase sales of the Pink range so as to increase donations towards ghd’s chosen charities

THE STRATEGY

We developed a campaign focused on awareness and sales through the following activity:

• High impact mobile
• Programmatic audience prospecting
• Influencer-targeted social formats
• YouTube videos
• Performance retargeting

This was executed through the creation of bespoke HTML5 formats across mobile and desktop, social integration and hardware accelerated graphics, and customised audiences that used first and third party datasets. These formats were then delivered across premium media channels in contextually relevant and brand-safe environments, alongside video activity on YouTube.

THE RESULTS

Our approach led to some great results, and picked up Display Campaign of the Year at the UK Biddable Media Awards 2017:

• We achieved a 104% increase on booked views across YouTube for ghd’s haircare tutorial
• The video ranked in Google’s nominated top 10 videos on YouTube in terms of viewability
• We drove a 1000% increase in booked clicks to the ghd website, representing a cost-per-click of under £1
• We reduced cost-per-engagement to under £0.04 on interactive mobile, marking a 6% increase on booked impressions
• Our retargeting tactic paid for all media activity, including branding and prospecting