We used programmatic display to identify, segment and target two sets of audiences – ‘Giftees’ and ‘Gifters’. To do this, we placed retargeting pixels and Dynamic Product Tags throughout ghd’s site and email comms.

Initially, this involved targeting behavioural intent audiences - ‘the giftees’ - across highly relevant PMPs, driving them to engage with the ghd site and choose a specific product they wanted to “send a hint” about for Christmas.

They could then “send a hint” about the product with specific messaging to their corresponding ‘gifters’. This was achieved through first party data stored in cookies dropped from the giftee’s onsite “hint” interaction. The gifters were then identified through a cookie dropped via the corresponding “hint” email and Dynamic Product Ads were served to them featuring the product that their respective giftees had chosen.

The giftees audience was also sequentially retargeted across the entire campaign, driving ongoing engagement with ghd’s site and social platforms.