BRIEF AND APPROACH
THE CHALLENGE
We only had three months to position Mark Hill’s new Pick N’ Mix™ range as the ultimate beauty buy for Christmas taking on Dyson Airwrap and Shark Flexi Style.
Targeting new and existing brand fans, we needed them to pay a higher price point for the newest addition to the Pick N’ Mix™ range.
OUR SUPER-CHARGED RESPONSE
We reached out to our media contacts, met up in person and got the brilliant products into the hands of key opinion leaders - essential for demonstrating the products’ quality and desirability.
We connected with the right audience through carefully targeted media outreach - doing the basics brilliantly and creating enormous brand visibility.
Having generated blanket media coverage, we then increased impact through a broadcast campaign on the lead-up to Christmas, targeting key stylists and placing in beauty rooms, resulting in incredible national TV prime-time exposure.
+758M
shoppers reached
via broadcast, online and print coverage
95%
of online coverage included a link to buy
with an average domain authority of 88/100
SUPER-CHARGE MOMENT
This Morning’s ‘Best Beauty Gifts Christmas’ round ups, delivered a Boots Star Gift sell out.
“This was our best selling launch in eight years! Democracy worked quickly to understand our proposition, values and brand. Following the piece on ‘This Morning’, we saw a huge 550% increase in traffic to the Flex Air Styler’s landing page.”
Leanne Heath, Managing Director, Mark Hill Hair