ghd needed to launch its Limited Edition ‘Wish Upon A Star’ range during the highly competitive Black Friday, Cyber Monday and Christmas trading period. The objective was to drive both awareness and sales at scale during a critical commercial window, maximising peak revenue opportunity without compromising efficiency.
We developed an agile, multi-channel strategy spanning social, video, audio and display, layered with advanced audience targeting and dynamic budget optimisation. Media was carefully phased to guide audiences down the funnel, building awareness ahead of peak promotional moments and intensifying conversion-led activity during Black Friday, Cyber Monday and the Christmas gifting period.
Real-time optimisation and reactive budget reallocation ensured spend was continuously directed toward the strongest-performing audiences and formats throughout the peak window.
Increase in Revenue
Increase in Web Traffic
Increase in Impressions
The campaign successfully capitalised on peak demand, driving significant commercial uplift while reinforcing ghd’s premium positioning during the most competitive retail period of the year.
