ghd: Get the hint darling

This case study shows how ghd, the hair-styling manufacturer, rescued a decline in Christmas sales by engaging a new generation of women with a social media campaign.

ghd: Get the hint darling

Leo Burnett London

Campaign overview

Once dominant, ghd had lost its lustre as the must-have hair straightener and needed to halt a steady decline in all-important sales of its Christmas gift sets.

Its #getthehintdarling campaign managed to create new cultural resonance, engage a new generation of women with the brand and drive record global sales of Christmas 2014 gift sets.

Strategy

Four aspects drove the campaign strategy. First, the team identified a particularly assertive attitude among ghd-receptive women: "ghd girls know that if you don't ask, you don't get what you want for Christmas".

Second,...

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