How Greenlight increased ghd’s sales by 15% through a unique multi-channel Christmas campaign.
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.
We were tasked with achieving three core objectives:
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.
Unique users reached
Increase in click-through-rate
Core display activity delivered strong impression numbers, coming in at 58% above planned impression delivery.
Paid social was effective at delivering a healthy sales volume and reducing the target CPA by 19%.
We achieved a strong click-through-rate which surpassed forecasts significantly.
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.
What was set as an ambitious sales target was surpassed by 15%.