Great Lengths is a brand leader in hair extensions, providing versatile, pre-bonded 100% human hair in both the UK & Ireland. It’s safe to say that the hair extension world has never been more saturated, with more and more options for consumers than ever before.
After working with Great Lengths for many years, we’re pretty clued up on the industry. We knew from the offset that we needed to create a campaign that evoked emotion, resonated with salons and stylists, but above all, reflected Great Lengths’ leading position within the professional hair extension market.
Importantly the client wanted to disrupt the sector, drive consumer footfall to salons, to connect with consumers on an emotional level, and acquire new salons to become certified in the application of Great Lengths hair extensions.
Our 2015/16 consumer and trade campaign is themed around ‘artisans’. Hair is our canvas – the Artisan is the unsung hero preening the subject to perfection. We used a muted, oil painting image style to create a high-end look and step away from the expected industry look and feel of hair adverts.
By placing the stylist as ‘The Artisan’ and the hero of the campaign we were able to create a combined trade and consumer campaign that fulfilled the push/pull strategy dynamic. The integrated campaign was rolled out across print, online, social, PR and POS.
Keen to take a bigger slice of the bridal hair market, Great Lengths asked TK to produce new visual assets to showcase the potential transformation that hair extensions can offer brides for their big day.
A hair collection shoot linking in with the existing ‘Artisans’ campaign was created with fashion photographer Guy Farrow. Two very different models – one wearing GL Apps extensions, and the other wearing classic bonded extensions – had their hair styled into three on-trend bridal looks each. Alongside the main shoot, the styling process for every look was captured with photography and video to be pitched to press and shared on social.
The new bridal hair collection was published in four hair trade publications, and the step-by-step styling videos and photos were published by nearly a dozen consumer media titles. Video content was shared on social platforms including YouTube, driving a 20% increase in engagements. Tailored bridal email newsletters, press ads and brochures were also created. Following this activity, Great Lengths reported a significant increase in sales, which has continued to grow in 2016.
© Copyright 2018 Agency TK Ltd. All rights reserved. Company registration number is 10861672. Registered address is Victoria Foundry.
VAT registration number is 275113712. Full registered Company name is Agency TK Ltd.