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Palmer’s

Utilising UGC to Reward Loyal Fanbase

Giving Palmer’s fans the chance to be the face (and hair) of the new Coconut Oil Formula haircare range with a UGC and paid social campaign.

THE INSIGHT

Having worked with the Palmer’s brand for more than seven years, we knew that their community were amongst the most interactive and loyal of any we had come across. Those in the younger age bracket in particular were keen to share their looks and results with the brand.

THE APPROACH

Adopting the emerging #haironpoint hashtag, we invited fans to share their summer looks for the chance to win a make-over and to feature in our brand film, as well as in Superdrug’s Dare magazine.

THE OUTPUT

An integrated social campaign inviting fans to upload a selfie and share their hair tips, culminating in a shoot and full content series.

THE RESULTS

992 quality pieces of UGC submitted.

5.9% entry rate.

20-28% completed paid video views across digital platforms.