ghd - Creating a premium shopping experience online (2009)
Campaign: ghd - Creating a premium shopping experience online
Brand: ghd
Client: ghd
Entrant: TBWA\Manchester Limited
Principal Authors: Andrew Hovells - TBWA\ Manchester, Peter Harris - TBWA\ Manchester, Dawn Williams - TBWA\ MAnchester
Credited Companies: Foolproof research - Others, Rattle research - Others, The Neighbourhood - Others
This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an online market place. In 2008, hair styling iron ghd was faced with a decline in retail sales and the booming online retail environment was putting pressure on both margins and the exclusivity of the brand. The solution was to increase ghd’s online sales by improving the website so that traffic was converted efficiently. As a result, the website re-design generated a payback of £3.01 per every £1 spent.
Judge's Comments:
Ghd faced an interesting and unusual challenge with the brand under threat from third party mechanics within their marketplace. This case study shows how they protected their brand equity, built on it and still developed a sales profile.
-Gerry Murphy, Chief Executive, The Number