BEAUTY – Hair Story

Objectives:

Since their product that was the anti-shampoo had been launched almost a year and a half prior, they had a bit of a slump and needed something that was going to jumpstart them. We offered both press and digital marketing services for this client.

Strategies:

We had to think of an interesting idea to get press into their facilities to get them excited to write about the product again. We also had to come up with an idea to break through their veil of already existing customer base.

Tactics:

We identified top press to be the face of HAIR STORY and since they had their own studios and salon facilities in house we picked journalists to have treatments done and photographed and used in social media campaigns. What we also found through our digital marketing audit session is that they were severely vulnerable with their cyber security.

Results:

With the right selection of new and more hip and indie press we opened a new fan/customer base for the product and it moved more titles than they had done in their last quarter. We also built a stronger cyber facility for them to give them more privacy for their customer base as well as rebuilt their procurement process digitally with their shopping cart process.