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 it's founding in 2001, ghd follows the clear purpose to empower all women so they can fulfil their every ambition. As market leader for hair straighteners, ghd positions themselves a high-priced premium brand. Well-known influencers such as Chiara Ferragni, Pamela Reif, Leni Klum and Riccardo Simonetti also cooperate with ghd.
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.
"We intend to scale our business in a way that not only meets but exceeds our customer‘s expectations. Together with OMMAX we are more than confident to scale our multi-channel digital strategy in a sustainable way."
What We Have Achieved
- +28% increase in e-commerce CR
- +108% increase in paid search ROAS
- +157% increase in paid social media click-through-rate
- +89% increase in Sistrix visibility (organic search)
"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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