THE OBJECTIVE
To expand its customer base and reach a diverse audience for their hair care products. Increase awareness and consideration for Clairol’s products.
Challenge
Clairol, the leading hair care brand, sought to tap into the growing multicultural communities and discovered that the target audience was more inclined towards other established beauty brands. The main challenge was to increase brand awareness and consideration among these communities.
The Strategy
DV8 developed a comprehensive marketing plan to help Clairol acquire a multicultural market share. The strategy focused on popular hair care product lines, such as Clairol Nice ‘n Easy and Root Touch-Up. An integrated approach was used to reach the target audience, including Google Display, YouTube, and TV broadcasts. Since Clairol didn’t have its own direct-to-consumer website, the campaign aimed to drive customer conversion through social media and digital advertising. The messaging emphasized key features that resonated well with the South Asian community, such as long-lasting color, ease of use, and superior results.
To have a significant impact, the campaign also targeted key festive holidays like Holi, Ramadan, and Eid. The messaging was delivered in the appropriate language and utilized culturally relevant imagery.
Results
he results were remarkable. The campaign achieved over-
Impressions – 3.5 million
Clicks– 90,000
Unique Visitors – 1 million
YouTube ads – 1 million impressions.
The campaigns outperformed industry standards by 495% in terms of click-through rate (CTR), compared to the average CTR of 0.44%.
All of this success was achieved within a span of 4 months.
Google Ads
NICE’N EASY
ROOT TOUCH UP
NATURAL INSTINCTS
WECHAT ADS
