research
strategy
brand development
BRIEF SUMMARY
A British hair care brand that was launched in 2016 with only one transformative product – the SILKE Hair Wrap. SILKE London’s founder, Maria Sotiriou, had over 32 years of experience as a London hairstylist, yet could not uncover a way to tame her difficult-to-manage hair. Inspired by her Caribbean heritage, Maria discovered wrapping her hair in 100% silk produced incredible results – no breakages, no split ends, and no bed head.
01
A consumer lead, automated and monthly email strategy using segmentation from campaign analysis.
02
Testing design and user journey for optimised usability across all digital assets and platforms.
03
Develop the brand identity that corresponds across all platforms cohesively.
RESEARCH
OPPORTUNITY
Explore what space we will occupy, with the content, strategy and voice and how this is presented across the marketing and web assets.
TRENDSETTERS
STORYTELLERS
MOTIVATORS
bold
curious
confident
WE KNOW WHAT
WE ARE TALKING
ABOUT
Picture a mix of clever wordplay, witty observations, and a dash of sarcasm – all delivered with a casual, laid-back vibe.
customer
journey
map
visual
application
A/B
TESTING
EMAIL LENGTH
Are users scrolling and which CTA’s are converting more to clicks. Do we need to keep it short and sweet or more content based?
RESULT: SHORT FORM
IMAGERY STYLE
Are the studio shots or UGC inspiring users to click? Testing across email heroes and content modules to generate data on which click rate that performs best.
RESULT: UGC
CONTENT
What is the conversation the users are looking for when opening the email and does this differ from where they are in the funnel?
RESULT: PERSONALISED HAIRTYPE
NOW LET’S APPLY THIS TO BLACK FRIDAY
average
results
end
x