ghd partner with Bazaarvoice for breakthrough innovation launch

In a world where beauty and hairstyling tools launch by the dozens, standing out isn’t just about innovation — it’s about connection. For years, ghd has dazzled consumers with state-of-the-art hair styling products. With the launch of its most significant innovation to date, the ghd Duet Style Hot Air Styler, the team crafted a record-breaking product launch, taking a social and digital-first approach.

“The ROI we saw from this launch has been fantastic – it’s 4x above expectations from previous launches.” said Ben Fretwell, Global head of e-commerce and development, ghd

For this product launch, ghd wanted to show how the product worked on all hair types and with authentic real-life outcomes in seven different markets. This is precisely where Bazaarvoice Sampling came in.

Pre-launch – Global execution with excellence

Critical to the success of any launch plan for a Global brand is a framework for excellent communication and collaboration with regional teams. ghd created a framework for Global execution with excellence – so that every market worldwide is saying the same thing at the same time, with the same assets.

ghd established a dedicated role as the go-to person for all matters related to Bazaarvoice and user-generated content – including sampling, reviews, and related social content. Planning the global launch sampling campaign was initiated four to five months ahead of the launch. Working with seven regions and coordinating with Bazaarvoice, the availability of sample volumes in each region was established. The identification of the ideal audience, coordination of NDAs, and necessary checks globally were completed.

“Sampling was a pivotal part of the launch, and having a single point of contact has proven highly advantageous. Given the diverse array of local markets, it is paramount to have a coordinator who ensures the implementation of global best practices and maintains consistency across the board,” said Fretwell.

Pre-launch insights from the sampling campaign

Instead of relying solely on in-house teams, ghd co-authored their launch story with their audience. Their narrative began with emails — whispers of the upcoming product and invitations for consumers to be part of the journey.

As well as carrying out consumer research, the ghd team listened to reviews they collected through sampling and incorporated that feedback into the launch campaign messaging and plan. “The buzz that pre-launch reviews were creating internally was incredible.” – shared Fretwell. Nine years in the making, it’s not surprising that ghd executives were excited to see the first shopper reactions to their industry-first product ahead of launch.

Results before launch

The results from the pre-launch sampling were incredible. On the day of launch, ghd was able to go live globally with:

229 reviews globally
An average rating of 4.7 stars out of 5
96% of reviews above 4 stars
87% would recommend it to a friend

Day of launch – pillars of activation

Every launch is a story waiting to be told, and ghd was no different. Its tale was refining a message that resonated globally and building trust with a consumer base eagerly waiting for its newest creation. The company needed feedback to shape its global messaging and authentic reviews that consumers could rely upon from the get-go.

Their strategy was built upon several crucial activation pillars during the launch phase. They embraced a social and digital-first approach, prioritizing gathering reviews from day one and commencing social activation to ignite discovery and awareness. Furthermore, a global PR event with influencers, journalists, and stylists was held to garner maximum PR coverage and social buzz.

A further pillar of activation was Product Demonstration, aiming to provide individuals with the chance to witness the product in operation, thus fortifying its value through authentic experiences. 

“The ghd Duet Style Hot Air Styler is a product that people like, rated 4.7/5 stars on average. When you engage everyday shoppers in a sampling campaign, typically, they will share with friends on social media why they like it – which most people do. These video reviews can receive 100 Instagram likes, extending the reach exponentially. It’s a great opportunity for social word-of-mouth and creating hundreds of authentic product demonstrations,” said Fretwell.

Sustain post-launch – continue the love

ghd’s story didn’t end with the launch of the ghd Duet Style Hot Air Styler. It was the beginning of a grander narrative. They envisioned a world where every product has its own set of tales, where each narrative influences the next. The blend of branded and user experiences, the feedback-driven approach, and the ever-evolving strategy was the legacy of the ghd ghd Duet Style Hot Air Styler’s launch story.

As users started sharing their stories, ghd showcased them, intertwining them with visual UGC galleries, painting a vibrant picture of genuine experiences for potential customers. With review syndication, this ever-evolving story found its way to every corner where a potential customer might be.

The tale of success

By incorporating branded and social content, ghd’s campaigns took a dynamic turn. The Spanish review campaign on social media sparked lively discussions and generated valuable feedback. This campaign was a prime example of how teams can internally share their best practices to learn from each other. UGC from the launch was leveraged to enhance engagement and foster a sense of community among users.

The ghd Duet Style tale is a testament to how innovation, combined with genuine user stories, can create magic in the market. Their journey from pre-launch challenges to post-launch success wasn’t just a strategy; it was a narrative co-authored with their users.

For brands eager to craft compelling content, ghd’s narrative shines as an example, proving that stories resonate the most when genuine and well-told.

What’s next for future Global product launches at ghd?

“This has been the biggest launch that we’ve ever had. It’s been a huge success, and we’ve learned a lot. As we plan future launches, we’ll take those best practices, the testing that we’ve done, and how we’ve worked with Bazaarvoice into those next launches to make them successful, as well.” – Olivia Winter, Global Senior Ecommerce Product And Content Manager at ghd.

The ghd Duet Style Hot Air Styler’s successful launch serves as an exemplary case study of how careful planning, strategic thinking, and a commitment to ongoing improvement can lead to a stellar product launch. By leveraging a sampling community and UGC campaign, GHD not only refined its messaging but also built trust through authentic reviews, setting a high standard for future product launches in the beauty industry.

In summary, GHD’s strategic approach to content collection, product launch, and customer engagement has not only driven impressive results but also positioned them as trailblazers in the beauty and hairstyling industry.The quantifiable benefits underscore the impact of their innovative strategies, demonstrating the importance of user-generated content and a customer-centric approach in today’s competitive market.

If you’re also looking to achieve similar success with your product launch, get in touch for a demo today.
Request a demo