How We Elevated GHD’s Christmas Collection and Performance Through Strategic Collaboration

GHD aimed to grow business volume without compromising profitability in a competitive environment, particularly during November, its peak sales month. The objectives were to:

• Achieve +8% revenue growth on Google (GA4) for H1 FY25 vs. H1 FY24.

• Achieve +6% revenue growth on Paaid Social (GA4) for H1 FY25 vs. H1 FY24.

The challenge was to develop a scalable digital strategy that maximized conversions during peak season while ensuring cost efficiency and profitability.

We designed a holistic, full-funnel strategy to support GHD’s ambitions, integrating creativity, media, and data across multiple channels. Key components included:

• Multi-Channel Engagement: Targeted new audiences on Meta, Google, TikTok, YouTube, and programmatic channels, optimizing performance across the customer journey with a focus on peak season.

• Targeted Campaigns: Launched social media and video campaigns pre-peak season, testing automated audience strategies on Meta for lead generation and reminder ads ahead of Black Friday.

• Budget Pacing Strategy: Collaborated with GHD to develop a shared budget pacing plan, aligning investments with high-conversion days and weeks based on prior-year data.

• Google Optimization: Utilized Google’s title and description betas to create compelling headlines and visuals, enhancing GHD’s visibility in a competitive landscape.

• Data-Driven Adjustments: Implemented seasonal adjustments during peak season, leveraging 2023 insights for agility and sustained performance.

This integrated approach ensured alignment across channels for immediate impact and long-term growth.

Our data-informed, full-funnel strategy positioned GHD’s Christmas collection as a market leader. The campaign surpassed revenue goals, strengthened GHD’s digital presence, and established a robust foundation for future seasonal campaigns, all while maintaining profitability in a competitive market.