Brand Exposure

The Challenge

ghd isn’t just a brand – but a way of life. It’s about having good hair days, every day. And from great hair transcends confidence, beauty and empowerment that every girl should have. But Hong Kong doesn’t get it. Coupled with low brand awareness in the region, and a flurry of other brands competing for a slice of the pie, ghd needed to find a way to cut through the clutter.

Our Strategy

It was time to tell the ghd story. To see the more human, more personable side of ghd – delivered in a way that resonated with our target audience.

Welcome to the House of ghd. Designed to tingle all the senses, immerse customers into the ghd brand personality, debut the season’s limited edition collection, and a snap and share treasure trove for authentic UGC.

A sensory playground to live and experience ‘a day in the life of… from day to night’ experiencing the playful, mysterious, fierce and glamourous side of a ghd girl.

 

Client
ghd
Year
2017
Location
Hong Kong
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The Challenge

ghd, good hair day, is a popular hairstyling brand in Europe but less of a household name in Asia. The time had come for ghd to grow its online presence 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, with millenials in mind.

Our Strategy

The limited edition ghd Wanderlust collection is inspired by the desire and curiosity of travelling around the world, discovering new experiences and celebrating natural beauty.

We took the essence of Wanderlust and sprinkled this across what millennial women love – travelling, unique, insta-worthy products, selfie & groupfie moments, personalization and shopping and housed this under a pop-up experience in the prestigious and bustling Pacific Place Mall.

The campaign bought Wanderlust to life with an experience that revolves around things that millennial women love to do. Housed as a pop-up in the prestigous and bustling Pacific Place, the experience attracted customers to explore their wanderlust through different touchpoints that inspires you to explore, discover and treasure the moments.

Customers got a taste of wanderlust journeying through the pop-up and completing different experiences, collecting stamps in their very own Wanderlust-designed passport.

Upon entering, customers checked-in to receive a passport with their first stamp. Customers then collected stamps at each station, once all stamps were collected, Wanderlust prizes were won.

To bring the campaign full circle, the Wanderlust experience went digital with #GLOBALHAIRDAYS. A social media competition inviting target audiences to share their Wanderlust look on Instagram with #GLOBALHAIRDAYS. The best look won a Wanderlust Platinum Tropic Sky Styler. Extra incentives were on offer by visiting the Pacific Place pop up,  checking out the new product line and experiencing the Wanderlust Journey. By showing your #GlobalHairDays photo, you could receive your free Wanderlust tote bag and other personalized goodies.

This tactical redemption strategy drove traffic back in-store while increasing fan growth and engagement across both FB and IG.

 

Client
ghd
Year
2016
Location
Hong Kong
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The Results

The Wanderlist campaign was ghd’s most successful social campaign in Asia, achieving:

  • Over 380k reached
  • 39k+ engagements
  • Over 700 quality UGC entries, accounting for 20% UGC globally
  • Over 36% IG fan growth
  • Over 90% FB fan growth

 

The Wanderlist campaign was ghd’s most successful social campaign in Asia
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Metlife // Brand Activation
The Challenge

Metlife is a well known Insurance company in the US but they struggled to get their name out in Hong Kong. Hence why they have engaged Catalyst for a number of years to deliver activations which drive brand awareness, social engagement and offer their sales staff an opportunity to engage with consumers. 

Our Strategy

Catalyst has created live activations which were used drive audience consideration, press coverage and social media reach.

Over the past few years we have launched a city wide Kombi tour serving ice creams which combined the companies US routes & asian culture, launched a roadshow with custom made fortune cookies and toured a photo opportunity truck which brought to life their tag line "Discover a better future"

 

Client
Metlife
Year
2017-2018
Service
Location
Hong Kong
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The Results
  • Engagement toppled 10,000 interactions
  • Organic Fan growth of 3,545 fans
  • MetLife taking the lead in growth in Fan Base amongst all other key insurance companies
  • Total earned PR value of $1.5 million HK (for the whole campaign)
  • Top three finalists in the HK Insurance awards
  • Outstanding Integrated marketing strategies Award

 

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Nike // ‘We are Jordan' Flight Tour
The Challenge

Air Jordan, a subsidiary of Nike, was launching Jordan 8 Wellington, the very first flagship store in Asia. For the launch, Nike was looking to drive awareness and traffic in-store and boost community engagement  around the Jordan Flight Club for fans.

 

Our Strategy

To fire up street buzz, we launched a direct engagement strategy that embraced the spirit of Jordan. Utilising a custom-built, ticket machine disguised as a roving basketball hoop, Jordan fans and urbanites were invited to run, jump, and grab a ticket from under the hoop for a chance to win.

Participants with winning tickets received a limited edition Jordan 30th anniversary gift set to be redeemed at the new Jordan 8 Wellington store. Non-winning tickets invited ticket holders to join the Jordan Flight Club for fan members to enjoy exclusive experiences and first dibs on new releases.

 

Client
Nike
Year
2016
Location
Hong Kong
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The Results

The Jordan Flight Tour stirred a city-wide craze uniting Jordan fans, athletes, and urbanites. The campaign achieved:

  • Over 11,000 Jordan fans engaged on the streets of Hong Kong
  • 100% of winning tickets redeemed at the flagship store
  • 8-day campaign engaging an average of 1,400 fans per day
  • 2-hour round the block queue for The Jordan Flight Tour. Created from pure W.O.M, no pre-promotion.
Finalist Best Idea – Experiential, The MARKies Awards 2016
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