Creative Director - Robert Waddilove
Sally Hansen
Problem: Sally Hansen wanted to position itself as the ‘Expert Partner’ in Nail Care and Colour by using content on YouTube to appeal to a younger audience.
Solution: We wanted to position Sally Hansen as a brand that not only created products that helped women with their nails, but as a brand that could create content as useful as their products.
An original YouTube channel with seven ‘how-to’ films which simply gave answers to common queries online, in a quick, straightforward way.
Results: The campaign was highly successful with very strong watch time and subscriber numbers proving audiences were finding content which helped them.
- 7k subscribers in 3 months, now over 9k with no new content
- Viewers were 12x more likely to subscribe than the industry average. 1,017 subscribers per video
- Average watch time of 80%
- Over 1,5million views in 3 months.
