We are proud to announce that we are finalists in not one but two categories this year at the UK Agency Awards: Best Integrated Campaign and Best Agency Culture! The featured campaign was for our long-standing client, Joseph's Wigs. Our approach centred on building a vibrant community, prioritising customer well-being and engagement, and addressing the emotional needs of our audience. This focus not only fostered strong connections but also drove significant growth in both engagement and sales.
The Results:
- Overall revenue grew by 35% compared to the same period the previous year.
- The overall conversion rate improved by more than 35%.
- Email revenue saw the highest growth at 440%, with a significant increase in conversion rate of almost 115%.
Though we didn't take home the trophies on this occasion, the real win was delivering outstanding results for our client. We were excited to connect with so many talented professionals and showcase the passion and hard work of our amazing team. A huge thank you to everyone who supported us and to the event organisers for a fantastic evening at the Grosvenor House Ballroom!
Read more to see how we made this happen:
About Joseph's Wigs
Joseph’s Wigs are a UK based business with over 50 years of experience making and supplying wigs and hair coverings for all types of hair loss. Our target audience was those experiencing hair loss due to conditions like alopecia or cancer therapy, requiring a compassionate and supportive approach.
Our Shortlisted Campaign
Understanding and Supporting Customer Challenges
Our strategy focused on customer engagement rather than immediate sales, aiming to create a community where customers felt valued and confident. We launched a competition encouraging customers to share photos on Instagram wearing their favourite wigs. Following the competition, we held a brief sale over the Black Friday weekend, framed as a celebration and thank you, not discount focused. This differentiated Joseph’s Wigs and helped us stand out from the competition.
What set our campaign apart was its foundation in understanding the real challenges faced by our customers. Rather than relying on typical sales-driven tactics, we prioritised authentic connection and support. By encouraging our customers to share their personal stories, we created a rich tapestry of user-generated content that resonated deeply with a wider audience. This approach showcased the experiences of individuals and reinforced a sense of belonging within the Joseph's Wigs community.
Implementation
Emails
We crafted personalised emails to our existing customers, introducing the competition and encouraging participation. These targeted messages not only informed recipients about the Black Friday Giveaway but also highlighted the emotional support and community aspects of the campaign, driving interest and engagement.
Black Friday Competition and Sale Email Example:
Blogs
We published a detailed blog post about the Giveaway, including all necessary information and a strong call-to-action to join the competition. The blog not only educated readers but also served as a platform to foster community engagement, encouraging them to share their experiences.
Graphics
Our campaign included eye-catching graphics designed to promote the competition across all digital channels. We created both static images and animated GIFs, ensuring optimal visual impact tailored to each platform's requirements.
Sale:
Social Posts
A series of engaging social media posts were created to promote the competition, featuring captivating graphics and messages that inspired participation. We utilised hashtags like #JWFridayGiveaway to unify the campaign and extend its reach, ensuring consistent messaging across platforms.
Influencer Marketing
We partnered with Emily Alice Smith @alopeciadiaries_ , an influential voice in the hair loss community, to promote the competition. Emily's message of embracing natural beauty and strength resonated deeply with our target audience, amplifying our campaign’s reach and authenticity. Her posts featuring Joseph’s Wigs products showcased real-life experiences that encouraged others to join the conversation.
Example collab post (wearing a Joseph’s Wigs wig):
Chatbot Pop Up
We integrated a pop-up feature on our website's chatbot to promote the competition. Whenever visitors engaged with the chatbot, they were invited to participate. This ensured that every visitor had the opportunity to participate, capturing interest from potential customers who may have otherwise missed the campaign.
Paid Ads
We ran targeted ads to promote the competition on social channels and Google Ads to promote the sale. These ads focused on women experiencing hair loss, emphasising the supportive nature of the competition and the chance to win exciting prizes, which drove traffic and conversions.
Example ads:
Creativity
Storytelling
We utilised storytelling to connect emotionally with our audience. By collaborating with influencers who shared similar experiences with our target demographic, we created an authentic and relatable campaign.
Our engaging Instagram reel announcing the giveaway generated likes and comments, fostering community interaction among participants:
User-Generated Content
Encouraging customers to upload their photos not only increased engagement but also provided us with genuine content that resonated with our audience. This real-life imagery showcased the impact of our products and enhanced the campaign's credibility.
Community Focus
Unlike typical Black Friday campaigns focused on discounts, our campaign was centred around the community and emotional support, setting it apart from conventional sales-driven strategies. This served to create a deeper connection with our audience and drive lasting loyalty.
Challenges
Addressing hair loss due to medical conditions required a delicate approach, ensuring our messaging was compassionate, supportive, and not sales driven. Encouraging customers to share personal photos on social media posed a challenge, especially given the sensitivity of the topic.
Overcoming Challenges
We crafted our messages with care, ensuring they were supportive and empathetic, and had a hair loss expert review our content. To motivate participation, we offered attractive prizes for winners and highlighted past winners' stories to inspire new participants. Emily kicked off the campaign to make it easier for others to enter and feel less alone or self-conscious. We responded to posts, shared participants' stories (with permission), and created a supportive environment for all.
End Result
By addressing these challenges thoughtfully, we managed to create a highly engaging and supportive campaign that resonated with our target audience. The result was a significant increase in user-generated content, positive customer feedback, and enhanced brand loyalty.
A Cohesive Integrated Strategy
We built our campaign across various channels, including email marketing, blogs, social media posts, and paid advertising, to create a cohesive and integrated experience. This multi-channel strategy engaged our audience at multiple touchpoints, ensuring consistent messaging and fostering deeper connections.
The Impact of Community Engagement
The results speak for themselves: our campaign not only strengthened relationships with existing customers but also attracted new ones, leading to a substantial increase in sales:
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Overall revenue grew by 35% compared to the same period the previous year.
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The overall conversion rate improved by more than 35%.
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Email revenue saw the highest growth at 440%, with a significant increase in conversion rate of almost 115%.
By placing community at the heart of our strategy, we were able to nurture brand loyalty for our client and create a lasting impact that continues to extend beyond the campaign itself.
As we celebrate our shortlist nomination at the UK Agency Awards, we’re excited to continue developing innovative campaigns that prioritise the emotional well-being of Joseph’s Wigs customers. Our collaboration with Joseph's Wigs is a testament to the power of community-focused marketing, and we look forward to many more successes together in the future.
For more details on the shortlist and to see the other incredible nominees, visit the UK Agency Awards website.
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