Accelerating ghd's digital growth
As an innovative and premium brand for hairstyling products, ghd seeks to provide their customers with an at-home hair salon experience with high-quality hairstyling tools, in particular blow dryers and styling irons. Since its founding in 2001, ghd follows the clear purpose to empower all women so they can fulfil their every ambition. As a market leader in the segment, ghd positions itself as a high-priced premium brand, also leveraging the collective influence of diverse influencers to generate awareness and promote their products. ghd's influencer portfolio includes internationally renowned influencers such as Pamela Reif, Chiara Ferragni, and Leni Klum.
To further drive the brand's digital success, OMMAX successfully supports ghd in scaling its digital marketing and sales performance with an omni-channel digital strategy and execution, covering paid social media, as well as paid and organic search marketing activities.
The holistic OMMAX approach
OMNI-CHANNEL DIGITAL STRATEGY
OMMAX developed a holistic and full-funnel digital strategy covering the Meta channels, Google Ads, TikTok and Pinterest. In addition, a business case with media plan considering channels, campaigns, seasonality, competition and strategic targets was developed. Ongoing, data-based optimization of campaigns, audiences and creatives was also executed to ensure optimized communication along each funnel stage.
PAID SEARCH MARKETING
To accelerate an increase of visibility in top SERP results for the relevant target group, OMMAX optimized the Google Ads accounts and campaigns to increase ghd's visibility and drive website traffic and revenue. New ad formats, new ad extensions and new campaign formats were set up as well as the definition and implementation of new bidding strategies.
PAID SOCIAL MEDIA MARKETING
To maximize ghd's brand visibility and to exploit new target groups, firstly, a data-based optimization of ghd's social media setup was executed by implementing state-of the art account and campaign structures and an adaptation of adcopies based on A/B testing and local USP focus. In addition, social proof of influencers like Pamela Reif and Leni Klum was leveraged to drive conversions via Paid Social Media. OMMAX also implemented a prospecting and dynamic retargeting method.
ORGANIC SEARCH PERFORMANCE
To identify and exploit the current search market and trends to determine ghd's SEO growth potential, content opportunities specific to the German search market were identified. OMMAX also supported the replatforming and strengthening of the backlink portfolio of ghd's website including an ogoing content optimization.
What We Have Achieved
- ~50% E-Commerce Revenue Growth
- >25% E-Commerce ROI
- >175% Organic Sistrix visibility
"We aim to scale our business in a way to not only fulfill but exceed our customers’ expectations. Working with OMMAX, we are more than confident to sustainably scale our digital multi-channel strategy."
"ghd is a fast-growing industry frontrunner with innovative products and original branding. We are delighted to work with such a consumer-centric, passionate, and visionary company. We look forward to jointly develop ghd's digital strategy and taking ghd to the next digital level."
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