GHD
ORIGINAL LAUNCH
CAMPAIGN
ghd tasked Base Five with launching the new and improved ghd Original Styler to both existing loyalists and new audiences. The campaign’s core objective was to spotlight the styler’s upgraded technology as its key differentiator and primary selling point, positioning it as an essential tool for everyday styling with professional results.
Base Five developed a digitally-led campaign focused on educating and exciting audiences about the enhanced features of the new ghd Original Styler. Leveraging paid social, influencer collaborations, and performance-driven media placements, we highlighted the styler’s new technology through engaging content formats including HOW TO? video content and engaging creatives. The campaign was designed to drive product awareness, spark conversation, and convert interest into purchase on the ghd site especially among tech-savvy beauty consumers.
SS22
COLLECTION
ghd releases an annual themed collection featuring its most iconic styling tools. For this campaign, the objective was to build hype and drive strong demand among Gen Z audiences—turning interest into action by creating anticipation, sparking conversation, and ultimately converting engagement into sales.
Base Five designed a Gen Z–focused strategy rooted in mystery and hype. We activated a network of young TikTok influencers to lead the conversation using UGC that teased the product without disclosing it—building intrigue while showcasing the lifestyle around the tool. Base Five managed all influencer communications and provided custom content for their channels to ensure consistency, brand alignment, and storytelling impact.
The campaign outperformed expectations selling out all available units. Demand was so strong that the conversion-focused digital campaigns had to be paused across platforms. The blend of strategic influencer marketing and multi-channel amplification proved a powerful formula for launch success.
