Case study for A D2C men's haircare brand
Strategy and performance media launching specialist D2C mens haircare.
Jamie Stevens is a three-time winner of Men’s British Hairdresser of the Year who partnered with Swallowfield PLC to create a men’s performance haircare range MR. Jamie Stevens. The brand is the ultimate men’s haircare system designed to help combat the challenges of thinning hair and provide everyday grooming staples to keep hair strong and healthy.
The Yolk Media worked with their parent company Swallowfield PLC (now KDC/one) to establish a direct to consumer business model which involved driving online sales through the use of search marketing, performance marketing and longer-term content-led SEO strategy.
Social Media Advertising
Consumers have never had so many distractions that prevent them from completing checkouts. Using Facebook and Instagram retargeting We ensured users who ‘added to basket’ were reminded at a later stage.
Google Shopping provides instant SERPs visibility for key generics such as ‘disguise spray’ and ‘hair fibres’. The shopping feed featured automated customer reviews, promotions and price drops. Utilising these features increased user click through rates and campaign performance.
Search Engine Optimisation
Our longterm goal was to supplement SEO with performance media but with any new site launch this was going to take time. We set about conducting an SEO audit before implementing product category landing pages, Internal linking, robot.txt amends and Schema markup improvements (stock status, reviews and price).
Starting a new website and digital advertising meant setting up not only pixels and revenue tracking but all the advertising accounts too. We could then move onto creating reporting dashboards.