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JVN Hair: D2C.
Markets
UK

Driving awareness and traffic to the launch of JVN Hair’s new D2C website for the UK.

When JVN Hair launched their first D2C website for the UK market, MG Media’ dynamic digital media strategy helped the iconic brand land with a splash. Leveraging regional recognition of the face behind the brand, we effectively maximised awareness, traffic and on-site conversions – and delivered 270% above targets for the launch phase.

01345.90123 %
ENGAGEMENT
125677890 %
ABOVE REVENUE TARGET
01012.12345 %
ATTRIBUTED CVR

Maximise web traffic and on-site conversions in the UK.

Previously only available in the UK at Space NK, the launch of a D2C website was a big move for JVN Hair. So the MG Media team needed to devise and deploy a large-scale media strategy, spanning Meta, Google, TikTok and Pinterest, to drive awareness, reach previously untapped audiences, and maximise web traffic on top of on-site conversions.

 

 

 

 

 

Challenge.
JVN

Strategy.

Leverage consumer awareness of Jonathan Van Ness to amplify engagement, and optimise in-flight to maximise budget effectiveness.

In terms of creative, we leveraged Jonathan Van Ness’s iconic personality and featured best-selling products to get eyes on the brand and drive deeper product exploration on-site. A dynamic media strategy was activated to allow for in-flight optimisation, testing key audience segments and creative to drive revenue.

Results.

270% above planned revenue targets for the launch phase.

In-flight optimisation allowed us to test key audience segments and creative – and deliver 270% above planned revenue targets for the launch phase. Through ongoing testing we saw a reduction in media buying efficiencies, giving us the ability to reach new audiences which reduced our CAC by 179%.

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