We Increased Website Traffic By 3,535%
THE BRIEF
Sunny Bird PR successfully worked with Regrowz to launch their male hair regrowth product so when the brand launched their female product, Regrowz came to us.
THE CHALLENGE
The female hair care market is entirely different to the men’s and as such, a completely new strategy was devised to ensure Regrowz’ latest female offering was as successful as the men’s. There are so many routes to the female consumer through media when it comes to launching a new product and our job at Sunny Bird PR is to assess these routes and choose the most effective.
THE SOLUTION
Before Regrowz launched its hair thickening product for women, the Sunny Bird PR team carried out extensive research through a bank of 30 case studies who trialled the product for six months. From these case studies we found a high percentage of women suffered from thinning hair or hair loss after giving birth. This led us to carry out further research in this field and from this we found a number of celebrities who had also been through the same experience. We then sent out Regrowz for Women to the agents of these celebrities inviting the celebrities to trial the product.
THE OUTCOME
As a result of all our research and our targeted approach to celebrities we secured a celebrity endorsement from Jennifer Metcalfe who posted on her Instagram and Twitter channels about the amazing results she’d had from using Regrowz for Women.
Jennifer’s Instagram post received over 6,000 likes in just 24 hours and over 10,000 likes in under a week. As Jennifer had tagged Regrowz into the post, we saw the Regrowz for Women Instagram channel go from 886 followers to 2,200 overnight – a huge 248% increase in followers.
The Sunny Bird PR team reacted to this immediately and shared Jennifer’s endorsement on the Regrowz for Women social media channels with a link to the Regrowz website offering a 15% discount. This reactive social media activity increased traffic to the Regrowz website by an amazing 3,535% - a phenomenal result for a new product and website.
As well as phenomenal social media engagement and increase in web traffic, The Sunny Bird PR team also exceeded their coverage KPIs on the project. Following Jennifer’s trial of Regrowz for Women, the Sunny Bird PR team secured eight pieces of national coverage in target female consumer titles including The Daily Express, New Magazine, Celebrity Secrets and Mother & Baby.
The entire launch campaign for Regrowz for Women, including the case study campaigns, the celebrity endorsement, journalist reviews and product round-up features, generated over 20 pieces of coverage with a total reach of over 5.3 million people and an advertising value equivalent of over £280,000.