GHD Spain

Helping leading hairstyling brand ghd boost awareness and sales in Spain through Video Shopping Ads.

The Objective 

ghd, a brand known for its cutting-edge hair styling technology, offers a wide range of solutions for unleashing creativity on hair, including straighteners, hair dryers, curlers, and their latest innovation: revolutionary hot air stylers.

To showcase all their products, the brand regularly hosts its iconic "Good Hair Days" campaign, during which they aim to boost conversions by offering discounts to attract new consumers. In order to reach a young and adventurous audience in Spain while driving sales, ghd turned to TikTok and Labelium España, a creative advertising solutions agency, to launch a series of shoppable ads that would not only spread the word about their incredible products, but boost sales, too. 

The Solution 

ghd chose to deploy one of our newest and most innovative conversion-focused formats: Video Shopping Ads (VSAs). Hyper-relevant, smart video creatives designed to drive performance, VSAs can amplify a range of products through their catalogue display, all while targeting your audience based on purchase intent. VSAs can also showcase discounts per product thanks to dynamic landing pages, then deliver users from the For You feed straight to checkout. 

To make sure ghd got their ads in front of the right people, we followed a segmentation strategy focusing on three specific groups: a prospecting audience based on interests, a retargeting audience, and a third one composed of lookalike audiences. This precise segmentation allowed for effective engagement with the most qualified users across the funnel.

An essential part of the strategy involved using a variety of creatives, combining native videos to educate and inform the audience about the products with institutional ads that helped spread broader awareness about the brand and its discounts. To really supercharge their ads, ghd also ran our Spark Ads format. Spark Ads enable businesses to boost their own organic posts or the content of other creators as TopView or In-Feed Ads placed in the For You feed among user generated content. 

The Results 

The ghd “Good Hair Days” campaign and their adoption of VSAs was hugely successful. The outcome of this conversion-focused strategy was exceptional compared to previous conversion campaigns, demonstrating a remarkable 34% reduction in CPA and an impressive 188% increase in conversion rate, resulting in a 30% higher ROAS through the use of Video Shopping Ads.

With this innovative and effective approach, ghd reaffirmed its position as a leader in hair technology and made a significant impact in promoting "Good Hair Days."

Aurora Barbero, Digital Performance lead for ghd, said: “The choice of the new Video Shopping Ads format on TikTok, in collaboration with Labelium España, at a critical conversion juncture, turned out to be a great success. The groundwork in the lower funnel and the insights gained over the past months have greatly helped towards the success of this campaign. We combined forces not only with the new format but also with the choice of segmentations, resulting in a significant improvement in conversion rate and ROAS.”