Sally Beauty Holiday Campaign
To go big, the team 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.
The results? Ecomm sales were +16+% YoY for Black Friday week, with Cyber Monday alone being +44% YoY. Performance video averaged over 25M impressions within the first month.
See the landing page live here!
Multi-experience landing page
Multi-Audience Strategy: Designed a comprehensive landing page destination featuring a general gifting narrative tailored to four distinct customer personas and a separate, linked influencer-driven experience.
Funnel Optimization & Attribution: Maintained a consistent narrative down the funnel while driving traffic via CRM, paid video, organic social, and in-store QR codes to ensure precise, channel-specific measurement.
Campaign Scaling: The results delivered high engagement on the influencer landing page, prompting the strategy team to establish this multi-page e-commerce framework as a repeatable playbook for future seasonal campaigns.
Omni-channel customer journey
The full cycle marketing ecosystem ran over 200+assets across channels including store signage, site, app, SMS, email, organic social, affiliate ads, influencer partnerships and paid performance video, each laddering up to the core campaign concept of ‘Holiday Beauty At Home’. Each channel encompassed targeted narratives to drive engagement at any point in the funnel.
I oversaw a team of designers, copywriters, freelancers, agency partners, developers, video editors, photographers and producers to ensure brand cohesion.
Performance Marketing with 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.
Photoshoot
Partnering directly with product merchants, all 75 unique SKUs were planned within 5 different categories, married to curated on-talent looks and linked to specific omni-channel narratives.
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.
Social strategy
Beyond all the greater campaign storytelling above, we captured 3 Sally influencers on set to create holiday beauty tip content videos. We ran 12 unique narratives on organic channels in addition to the landing page, which all proved to perform, leading to a paid video program launch across Meta (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.
