Case study | ghd

How Greenlight increased ghd’s sales by 15% through a unique multi-channel Christmas campaign.

The Client

ghd is the UK’s leading manufacturer of hair care products and has been a steadfast client of ours for over seven years. In order to stand out from the crowd, ghd wanted to adopt a multi-channel approach for their Christmas 2015 campaign in order to reach and convert as many customers as possible. This approach would include display, video and paid social.

The Objectives

We were tasked with achieving three core objectives:

  • Achieve 24 million impressions
  • Reach 7 million unique users
  • Achieve 2,500 sales

The Strategy

  • 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.

ghd case study

Paid Media

Results
  • Unique users reached

  • Increase in click-through-rate

Client Testimonial

"The ideas and approach that Greenlight pitched really appealed to our aspiration to be innovative and impactful. We loved the segmentation between the different user journeys of the ‘Giftee’ and ‘Gifter’ and their projected cross-media experience of our brand"

Caroline Rolfe, Global Director of Digital, ghd.

AWARDED

Awards Logo

All Results

  • 38 MILLION IMPRESSIONS GARNERED

    Core display activity delivered strong impression numbers, coming in at 58% above planned impression delivery.

  • RESULTS ACHIEVED AT CPA OF £81

    Paid social was effective at delivering a healthy sales volume and reducing the target CPA by 19%.

  • 95% INCREASE IN CLICK-THROUGH-RATE

    We achieved a strong click-through-rate which surpassed forecasts significantly.

  • REACHED 10 MILLION UNIQUE USERS

    The popularity of the campaign and strong targeting enabled the campaign to achieve a 43% increase in unique users reached based on original forecasted estimations.

  • 15% INCREASE IN SALES

    What was set as an ambitious sales target was surpassed by 15%.

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