Playing Santa to secure a 15% increase in sales for ghd 

During the biggest retail sales period of the year, ghd entrusted us with its campaign to drive targeted traffic and convert browsers to buyers for the festive season. 

Our goals were to achieve 24 million impressions, reach seven million unique users and increase sales directly via ghd’s website. 

We knew millions of people had ghd products on their Christmas wish lists. So we made it easy for them to send a hint to their loved ones.

We segmented our audience into gifters and giftees, targeting the giftees with ads that directed them to the site to pick their gift of choice.

Then, we prompted them to send a hint via email to their gifters – those stuck for a gift idea. These emails were facilitated through ghd’s website, meaning we could identify the gifters through first-party cookie data. We then targeted them with Dynamic Product Ads featuring their giftee’s chosen product.

To drive it home, we made use of sequential retargeting to boost giftees’ engagement with ghd’s site and social platforms.

And did we deliver on those results? We sure did - and then some. We surpassed our target of seven million unique users by three million, and our 95% increase in click through rate (CTR) significantly surpassed forecasts. Plus, we drove an impressive 15% increase in sales for ghd.