THE CHALLENGE

After a lengthy partnership with Boots, Mark Hill had lost its edge in the D2C, Gen Z arena and needed a fresh injection of creativity to bring the brand back to the forefront of consumers’ minds and encourage new audiences to shop directly on the Mark Hill website. The aim was to ensure Mark Hill demanded attention across the platforms their consumers were spending their time and to use content to drive conversion - which we achieved by selling out of their yearly stock in just two weeks.

THE IDEA

We knew to achieve maximum brand awareness and cut through the noise of the saturated haircare space, we needed to do something different. Using social listening, we noticed that users were comparing the pick n mix collection to sex toys. We utilised this idea as our campaign creative, curating a public service announcement that the product was used for curling hair, not toes.

We created graphic visuals aimed to be scroll-stopping across Meta, and tasked our in-house content creation team to be inescapable across TikTok’s FYP. To do this, we created 20 pieces of visual content in-house alongside a dedicated influencer push generating a further 15 pieces of content. All of which went live within a two week period to ensure maximum chance of virality.

Our reactive PR team then seeded the story to press, detailing how users were mistaking the tools for toys and the response was phenomenal.

THE RESULTS

The campaign was picked up by the likes of the Metro, Daily Star, Woman & Home, Bustle and indy100. Most notably however, the campaign grabbed the attention of other brands including Love Honey who retweeted the campaign across all social mediums.

The brand saw an increase in revenue of 386% and a conversion rate of 3.39%. The campaign organically reached 4.21M and saw over 50,000 people head to site in search for the infamous tools.

The campaign resulted in selling out of a year’s worth of product in two weeks and was picked up by mega influencers including GK Barry and Catfish UK host Nella Rose. In response to this, the tools were stocked in the Love Island villa that summer.

The campaign won an award at the UK Social Media Awards 2022 for Best Use of Social in Retail.