Hairvirginity is a UK based hair and beauty brand that specialise supplying the highest quality hair in raw virgin unprocessed hair extensions, bundles, lace wigs, closures and frontals. They were launching their first Out of Home (OOH) and Digital OOH campaigns around their Black Friday and Christmas campaigns and needed poster and digital assets to lead the campaign to live across bus stops, train stations and digital screens across Stratford Westfield Shopping Centre and Bicester Village.

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Objective: Create awareness of the Black Friday and Christmas Sale through OOH posters

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Challenge: Extremely tight one week turnaround time from concept to delivery

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The Appraoch:

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•  Identity an opportunity to connect with women of colour in London that are passionate about their hair

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• Increase awareness through well thought-out strategy to cut through the Black Friday promotions through an OOH campaign

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• Concepted and produced print and digital campaign assets to lead the campaign

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• Used market research data from System1 to make effective amends to the creative to increase brand awareness and customer engagement. Increasing overall Creative Effectiveness score to 87%

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Result: The campaign scored at 82.9% and 87% on creative effectiveness across System1

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30,796,620 Total Impressions

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Booking 1: 18th nov - 1st dec (12,416,373 adult impressions)

Booking 2: 16th dec - 29th dec (8,895,418 adult impressions)

Booking 3: 16th dec - 31st dec (9,484,829 adult impressions)

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