Case Study: It’s a 10 Haircare $10K Giveaway

Overview 

It’s a 10 Haircare is a female-owned professional haircare line offering exceptional multipurpose products. It began with a single product, Miracle Leave-In, which quickly rose to fame through pro hairstylists who shared the cult-favorite product with their clients. Today, its products are sold globally in more than 25,000 professional independent salons and 15,000 professional salon chains like Ulta and Regis.

National Love Your Hair Day Sweepstakes Campaign 

It’s a 10 Haircare approached See.Spark.Go to help plan and execute an exciting 10-day sweepstakes to celebrate its national holiday, National Love Your Hair Day. The sweepstakes was held on It’s a 10 Haircare’s social media channels, with 10 random winners selected to win $10,000 each at the campaign close. 

The primary goals for the campaign were lead generation — opting into the email list — and Instagram follower growth. In order to achieve these goals, we asked that each entrant 1) follow @itsa10haircare on Instagram and 2) fill out the entry form to share their email address. For additional entries, entrants could share the in-feed giveaway post to their Instagram Story once per day, which extended our organic reach on the initial giveaway post and drummed up more excitement throughout the giveaway period. 

To increase entries, we executed two paid campaigns with the objectives of 1) engagement and 2) lead generation, which concluded with an average cost per lead of $2.95 for their primary goal of new email subscribers. We also worked with It’s a 10 Haircare’s press team to amplify influencer content sharing about the giveaway.

At campaign close, we had generated the following results in a 10-day period: 

  • 1.6 million+ impressions garnered
  • 378,046 engagements generated
  • 12,919 net Instagram followers gained
  • 19,496 emails captured

It Takes Two to Tango

Working with an agency can be daunting, challenging and regrettable or it can be capacity-creating, inspiring and dare we say it? FUN! Every potential partner, current client or former relationship at See.Spark.Go has heard us say two words: Relationship and Results. 

This mantra has made its way from proposals and vision statements to annual reviews and client-health checks. We have found that the most successful agency-client relationships we have boil down to our relationships with the people we work with and the results we deliver. If we don’t have results, we all know the partnership will never last — no matter how much we enjoy working with one another — but equally important, if we don’t have a relationship, our performance becomes transactional and will never survive a mistake, budget constraint or change in the tides of leadership, trends or teams. 

Here’s how we can both succeed:

How to get the most out of your agency

  • Be responsive
  • Show gratitude
  • Get excited when it’s right, tell us when it’s wrong
  • Give us margin to be creative and produce great work
  • Trust us

How to best serve as an agency partner

  • Communicate – often and customized
  • Be the expert you were hired to be
  • Strive for continuous improvement and innovation!
  • Know the goal and the challenges/obstacles
  • Survey the market landscape and know where your client best fits 

What have we missed? Are there intangibles you have seen that make your agency/client relationships succeed? We’d love to learn from you!

Let Your Brand Lead Your Business

The COVID-19 world is bananas. There, I said it. 

Whether these strange times end up lasting a season or become our long-term norm, businesses that adapt effectively and efficiently to the new digital landscape have the best chance for sustained success and longevity. If you’re slow to adjust, you risk becoming irrelevant and may have a hard time catching up altogether. No matter your product or service, there are a few key things to remember in order to stay relevant and viable.

Position yourself as the answer
Business and individuals alike are looking for solutions to everyday problems, new and old. If you are a business, you likely exist because you answer a specific need. Now ask yourself: is your solution still relevant and is the problem still a problem? Re-evaluate your offerings, and get creative about what you call them. Rename them based on what your customers are looking for right now. There is new vocabulary popping up everyday related to Coronavirus and its effects. Additionally, expand your solutions. Launch that new offering you have been wondering about. Review your team’s talents and strengths to see if there are any unique services you can add to your catalog. People are asking questions, and you need to continue to be the answer.

Meet people where they are
Even as restrictions lift in some parts of the country, many people aren’t out and about right now. That means they aren’t seeing your billboards, or even hearing word-of-mouth referrals as much as they were 10 weeks ago. The vast majority of folks are spending more time online, more time streaming entertainment and more time with their families. That’s where you should be, too. Spend time on message boards, join social media conversations, serve ads on streaming services, reach out to your personal network. Get creative and meet your potential customers where they—just don’t forget to strike the right tone.

Stay ahead of trends (and start them if you can)
The digital world has always changed at a rapid pace. Not only keeping up with trends, but staying ahead of them will position you as the expert and ensure you are always doing the best work and providing the best results for your company and your customers. The ultimate goal here is to start a trend. Try something you’ve never seen before. Use your diverse knowledge to merge your expertise with something creative to make something new. See what others are doing and take it to a never-before-seen level. Have some fun and set a standard.

Commit to quality and consistency
At the end of the day, people are looking for quality and consistency. Know who you are, stay true to yourself and your mission and do everything with that in mind. If you make sure to do things consistently with the highest quality, you will create value for someone, somewhere. This will always be the case—now, and on the other side of this pandemic.

Ready to take control of your marketing strategy?