Sally Beauty Fall Campaign
We scrutinized national trend data and customer insights to identify a universal need to get ready for the day in record time when adjusting to seasonal shifts, whether you’re a student in highschool, a parent or college-bound. We positioned problem-solution messaging for quick-fixes on saving time, seasonal effects on hair and easy-to-do trends. The website alone saw a 20% performance increase YoY, with paid media video outperforming benchmarks, and averaging 45% higher order value. Plus, with a 1970’s Jeep on set, you know Tom Petty was on blast at the photoshoot… the real win.
2 audience segments
Content was created to be served to two customer audiences: The college age shopper and parents shopping for their child. Both audiences lived under the same campaign driving to one landing page, so overall look and feel was consistent for a cohesive customer journey. Fun fact: We only had budget for 1 mother-daughter talent on set, so we bolstered parent-child demographic by pulling clips from a previous Mother’s Day shoot to fill in storytelling gaps. Stay agile, friends.
Omni channel assets
Cross-channel assets were built in Figma, making delivery to development a breeze (as you know). I still think it’s frustrating you can’t build animated GIFs in there without a plug-in though. *Minor design rant to add authenticity.
Deck highlights
Here’s a few fan-favorites of the 60+ pages of pitch, concept & shot list decks I built. And yes, I did cast Chloe who was on The Bachelor season 29. Gotta capture excellent social content!
