Establishing A Social-First Brand

Objective

Establish a social first, direct-to-consumer identity.

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Strategy

Parameter’s mission was to transition 72 Hair away from an over-reliance on high-street salons to drive its business, and edge them closer towards becoming an established direct-to-consumer brand. 

Combining both paid & organic tactics to increase brand awareness and develop additional revenue streams, we encompassed multiple brand touch points to surpass client expectations.

By building relationships with appropriate influencer accounts and the consistent creation of UGC and ownable content, we were able to maximise awareness and provide educational value to the brand’s audience on social media. 

Optimising and growing a large customer database through email marketing, combined with tailored social media advertising campaigns, enabled 72 Hair to develop their community further whilst also increasing revenue.

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Results

• 700,000 accounts reached

• 5,000+ follower growth

• 17x return on ad spend

• £0.88 cost per subscriber

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