Creative Director - Robert Waddilove

Sally Hansen

Problem: Sally Hansen wanted to position itself as the ‘Expert Partner’ in Nail Care and Colour by using content on YouTube to appeal to a younger audience.

Solution: We wanted to position Sally Hansen as a brand that not only created products that helped women with their nails, but as a brand that could create content as useful as their products. 

An original YouTube channel with seven ‘how-to’ films which simply gave answers to common queries online, in a quick, straightforward way.

Results: The campaign was highly successful with very strong watch time and subscriber numbers proving audiences were finding content which helped them. 

• 7k subscribers in 3 months, now over 9k with no new content
• Viewers were 12x more likely to subscribe than the industry average. 1,017 subscribers per video 
• Average watch time of 80%
• Over 1,5million views in 3 months.