Ghd, good hair day, is a popular hairstyling product brand in Europe but is less of a household name in Asia. The company identified the need to grow its online presence in order to propel it into the Asian market. The desire was to do so through an online-to-offline (O2O) activation which promoted their new ‘Wanderlust’ Collection.
Catalyst built a pop-up experience in the high-foot-traffic Pacific Place shopping mall. Designed to offer a ‘Wanderlust’ Experience, there were several areas to explore within the pop-up and guests were given a “passport” upon entering. As they made their way through the various areas, their ‘passports’ were stamped and they accumulated points.
The experience finale was a ‘Wanderlust’ photo opportunity where guests were rewarded with a gift-on-purchase if they shared the photo online. This tactical redemption strategy drove traffic back in-store while increasing fan growth and engagement across FB and IG.
The Ghd Wanderlist campaign was a huge success, achieving:
Over 700 quality UGC entries, 20% UGC globally
Over 36% IG fan growth
Over 90% FB fan growth