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Building on a well-loved brand to reach a new audience

About the Client and their Problem

Sudu Hair is an award-winning hair salon in Sydney’s north shore, and for over a decade, it has served and attracted a strong base of female clientele. 

When it sought to diversify into the male market to increase revenue and open new business opportunities, the owners realised they were victims of their own success. 

Sudu Hair had a successful brand identity built around their target market of women. However, it meant that potential male clients would not consider nor affiliate with the brand.

Sudu-hair-2

Delivered Strategy

When we started working with Sudu Hair, the primary concern was developing a focused strategy that was specific enough to get results yet not disengage existing clients. 

Firstly, we made the new content instantly recognisable by utilising the existing brand colours in a reimagined and more neutral way. 

We then launched an influencer campaign with creators aligned to the desired target market. Each influencer chosen had a local focus and was based in the same city as the primary base of the business. We worked with both macro- and micro-influencers to even out the reach and extend the campaign timeline.

RESULTS

The campaign was hugely successful and resulted in great organic reach. 

Every strategic action resulted in increases in website views and a spike in male followers on their social channels. Influencer content all aligned with brand guidelines, and all deliverables were provided on time. 

The campaign created great hype and brand awareness in a new market and continues to drive web traffic and bookings for the business. 

“I can’t recommend Ben and his team enough. Under his care, we have broadened our customer demographic as well as grown our presence substantially in such a small amount of time. Our business is showcased in a beautiful light…and our customers are telling us how much they love what we are doing. We are addicted to this man, he’s a part of our Sudu family, and you would be lucky to have him help your business grow!”

– Suz, Sudu Hair

Sudu-hair

How we delivered this

  • Focus Content Planning Package
  • Branded Photo Shoot Package
  • Video Creation Add on
  • Influencer Campaign Add on
  • Competition Strategy Add on