With the launch of a new haircare product line, Schwarzkopf Professional faced the challenge to develop a concise strategy to create immense awareness amongst their target audience which ultimately needed to lead to maximized conversions. This campaign was set up with Haarspullen.nl, one of Schwarzkopf Professional’s main B2B suppliers.
Schwarzkopf Professional is known for developing quality products for hairdressers. The R&D team developed a new product line called the R-TWO line, specifically for women who are struggling to keep their hair healthy. The R-TWO line is the perfect way to recover damaged hair. The challenge was to create a full funnel on social media in which we had to generate awareness, followed by a successful consideration phase which would lead to maximized conversions. All while we had to make sure to differentiate Schwarzkopf Professional’s products from competitors, educating the audience was important. This was more than just advertising.
A strategy was born in which we 1) developed numerous creative concepts to generate awareness (testing was key), 2) used highly effective advertising targeting options and 3) make sure that people were being pushed through the funnel in a way that a conversion was almost a ‘no-brainer’. Our team was able to create over 30 advertising video concepts which ultimately led to a successful conversion campaign with over 500 conversions in one month.
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