ABOUT

Concept:
Brief, Objective, Budget, Relevance to brand, Target audience

If you’re going to dream, dream big. And big is exactly what we delivered for Charles Worthington with their largest ever restage. Not only did they want their ColourPlex and ShinePlex hair care ranges to become the Number 1 premium trade up on the high street, but fully embrace eco-consciousness with more natural ingredients, less plastic and 100% vegan-friendly products too.

Add in a desire to boost loyalty and maintain their market leadership in science & fact-based comms, combined with a fresh and positive “Love Your Healthy Hair” brand message – and it was clear they needed a wealth of carefully crafted assets, designed to speak directly to their 35+ female target audience, that were simultaneously equally effective at capturing younger customers too.

In short, anyone looking for an easily maintainable haircare regime to suit their busy lifestyle – delivering healthy, stylish hair without the effort. And that’s exactly what we delivered.


Execution:
Elements, Styling, Materials, Technology, Process, Development, Scope

Working closely with Charles Worthington’s brand team, we brought each of their products to life in a variety of inspiring and innovative ways. Our content was carefully tailored to target not just each core customer demographic – which meant both younger and more mature audiences – but target each comms channel too, across social media and beyond.

From striking still imagery to transformative short form video and model photography, our talented team pushed the brand’s look, feel and visual architecture to its very limits, delivering over 250 beautiful mixed media assets across 11 ranges.

But this was much more than just content capture. To ensure maximum business impact and benefit for Charles Worthington, Cry Havoc worked tirelessly before, during and after the “Love Your Healthy Hair” campaign – starting with mood board exploration, development and concept visualisation to draw out the most effective product USPs and benefits. These were subsequently transformed into detailed brand guidelines and a show-worthy sizzle reel, to make sure the campaign’s learnings and benefits left a lasting business impact, ready to be built on going forward.


Results:
Reach, Engagement, Sales, Accuracy to Brief

We couldn’t be prouder of the “Love Your Healthy Hair” campaign, and it’s safe to say that Charles Worthington were equally delighted with the outstanding over-delivery on engagement – surpassing the KPIs in every measurable metric while delivering bang on brief for their intended audiences.

Overall, Reach overdelivered its KPI by 46%, Campaign Impressions by 131%, Click Through Rate by 0.2% and Cost Per Click by a whopping 400%.

Across all 20 channels, the crème de la crème was the Cost Per Click for Charles Worthington’s ShinePlex hair care range. The industry standard was £1.33 CPC, while ShinePlex’s CPC was just £0.22!