Sally Beauty Holiday Campaign
Holiday. The Super Bowl for retail. To go big, we thought small: How to provide one single, value-focused benefit to cut through a market of battle-royal-style Holiday advertising. We tightly threaded the primary brand pillar of skipping the salon and DIY-ing holiday beauty at home, with curated product collections tied tightly to global beauty trends. Ecomm sales were +16+% YoY for Black Friday week, with Cyber Monday alone being +44% YoY. See it all live here!
My favorite shot was the full-size newspaper for a ‘gift guide’ moment. No, Sally doesn’t have a printed shopping guide, but Gen Z to Gen X all react to analogue moments that playfully detach us from digital worlds.
6 audience segments
Partnering with brand strategy & product merchants we identified 6 seasonal priority category stories targeting specific customer personas, which were served to their aligning customer segments across paid media channels. All ads lived united under the brand campaign umbrella of ‘Holiday Beauty At Home', No Salon Required.” – each earning a 55+% completion rate, averaging 25M impressions for the first month.
Social strategy
Beyond all the greater campaign storytelling above, we captured 3 Sally influencers on set to create holiday beauty tip social videos. These ran on organic channels and lived on the landing page, which proved to perform, and were picked up for paid video ads across Instagram, Facebook and YouTube.
Deck highlights
In total, holiday planning was upwards of 200+ pages across various presentations. Here’s some behind-the-scenes of the creative strategy, concept pitch and photoshoot direction & planning.
