Setting out to redefine the way professional stylists think about one of their most crucial tools, the Olivia Garden Super HP Hair Dryer Launch Campaign was crafted to raise awareness of the appliance and its elite-level functionality and results. Through an intricate synthesis of paid and organic social media, additional dedicated web pages on the Olivia Garden Website, designated email blasts, and high-capacity influencer marketing, the Super HP Hair Dryer saw one of the most successful launches in Olivia Garden’s history.
Bringing this launch to life through several key marketing tactics (strategic messaging, organic and paid social media, email and influencer marketing, and the design of a designated homepage on the Olivia Garden website,) our team began by defining a communication plan for the product. By giving brand ambassadors and educators cohesive verbiage to use when sharing about the launch across their social media platforms, we were able to streamline clear and eye-catching marketing language around the product.
Simultaneously, our creative team produced unique photo and video content using the SuperHP Dryer’s visual identity. These assets were used both across the designated product page on the Olivia Garden website showcasing product specs and Olivia Garden’s social media accounts (including Instagram, TikTok, YouTube, Facebook, and Pinterest) as both organic and paid content. The paid social media presence included Lead Generation Ads and Retargeting ads on Meta and Spark Ads on TikTok.
Closing in on the SuperHP Dryer launch date, our team began the influencer gifting campaign as an organic marketing tactic. Over three months, we gifted 50 influencers — in addition to our current team of 50+ brand ambassadors and educators, the SuperHP Dryer — thus warranting over 12 billion earned impressions. In tandem with the aforementioned tactics, we created and deployed campaign-specific email blasts to launch the SuperHP Dryer, educate the audience on the features and benefits of the new technology, and share first-hand testimonials from stylists. During the campaign period, our emails received a 43% open rate (of 180,000 emails sent) and an embedded link click rate of 1%.
Overall, the challenges faced were strictly timebound, as the SuperHP Dryer launched in March and our marketing plan was finalized in February, giving us a month to establish the campaign’s visual identity, begin content creation and design the product’s designated homepage page.
With the SuperHP Dryer selling out twice within weeks of launching, it's easy for us to qualify our efforts as a success. With a $5,000 max budget, we gained 200,000+ earned media impressions from professional trade outlets, 1.3M owned social media impressions, and 25,000 link clicks ($0.15 CPC and 4% CTR) — in addition to 12 billion impressions on earned influencer placements.