Driving engagement, awareness and sales for ghd’s Pink range in support of Breast Cancer Awareness Month

The Objectives

We were challenged with achieving a return on advertising spending (ROAS) while focusing on branding activity to  drive awareness and engagement with the ghd Pink range. This included:

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

The Strategy

  • We developed a campaign that combined both awareness and sales via high impact mobile, YouTube video, influencer-targeted social, programmatic audience prospecting and performance retargeting
  • The activity was executed through bespoke HTML5 formats across mobile and desktop and via customised audiences that used first and third party datasets
  • It was then delivered across premium media channels in contextually relevant and brand-safe environments, alongside video activity on YouTube

The Results

  • 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