what we've done.

IN ORDER TO GET ON TO MENS' HEADS, WE FIRST HAD TO GET INTO THEM. CO-INCIDENTLY ENOUGH, THE PATH WE CHOSE WAS THROUGH THE EARS.

The Challenge

Hair restoration is an intensely personal choice —one which has been heavily exploited by marketers for decades. Despite enormous advances in both cosmetic and medical solutions, consumer perceptions of “snake oil” and fly-by-night operators remain pervasive. Proven-method pioneer HAIRCLUB needed a 'seeding' plan to support sales-lead generation initiatives in Calgary as well as the launch of operations in B.C.’s lower mainland. With a modest advertising budget, the challenge of effectively reaching and appealing to a widely-disbursed, primarily urban 30+ male audience appeared daunting.

The Solution

By evaluating the market against a customized target (a combination of gender, age, lifestage, and income measures) we pursued a “flattened” but more sustainable multi-media approach. Targeted radio messaging, designed to stand apart from - but not conflict with - HAIRCLUB’s direct-response TV advertising, was combined with demo-focused, site-specific online ads to provide a continuum of cost-effective “directive” appeals against a well-profiled audience. Frequent refreshment of creative and the combination of radio, online and Out-of-Home provide a flexible and scalable mix for continuity of market presence.

The Results

Since all messaging for HAIRCLUB is direct-consumer-response or site-visit directive in nature, advertising performance measures for this client are clear and immediate. Over the past three years, this balanced and very focused ‘seeding’ strategy has continued to generate the consistent level of calls and online inquiries HAIRCLUB requires in order to maintain a robust “lead-generation” to conversion ratio.

• What Else We've Done...