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,...