ghd launched a hairdryer, Air, into a new and cluttered category. ghd air was five times the cost of the average hairdryer and lacked the game changing results of their original iconic stylers.
We had to get the product into the hands of women across the UK but felt ‘pop-ups’ were old news.
So we created the ghd Air Boutique - a mobile salon where each location visited was decided by social media fans. In 2 months we visited 10 cities with just 48 hours notice.
We knew that ghd had large Facebook following, but an audit of the channel showed that most of those fans were passive at best. Twitter, though smaller, was highly active and the demographic were much more likely to purchase the premium product.
Without a media budget we decided to use Facebook as our advertising platform to promote the campaign and Twitter as our interaction platform to participate. As a result, sales of ghd air increased in all 10 regions we visited.