LuvMe Hair | Agile Data-Driven Creativity
Marketing Strategy & Account Management
#ECommcerce #AgileTest
Creative Strategist: Nicholas Hong
Creative Agency: The Creative Service Co
Luvme Hair is a pioneer of affordable luxury virgin hair brand from China, targeted to African American women. Like many other China E-commerce clients, they are trapped and obsessed in sales conversion; using low-quality product ads to drive sales. However, it hit the growth plateaus recently as they are facing intensified competition.
Unlike what we would do in old agency days, we adopted an agile testing approach, and allowed data inform our next steps in creative development.
Step 1. Hypothesis
Before we start, we did social hearing and studied customer review. We discovered three emotional triggers: Variety, Trustworthiness and Confidence. We’d like to test and find out which resonates most with our target audience, African American women.
Step 2. Prototype
We quickly prototyped 3 assets and test it against BAU ad with a small budget. We found that all the new creative have a better CPA compares to the existing conversion norm. It suggests improving the creative/craft quality could increase effectiveness, and deserving of investing in the production for new creative.
Step 3. Make
The small proof of concept in phase 2 testing gave LuvMe Hair confidence to invest further in their first Brand DR campaign.
Diversity & Inclusion
This project was created during the 2020 Black Live Matters movement in US, and we were very conscious of diversity and inclusion. We applied the principle into whole creative process, from ideation to production: we conduct in-depth interviews with African American women and consulted them to ensure our content are related to the black community; we intentionally asked agency to include minor ethnicity crew in production. With all these efforts, we tried our best to avoid stereotype and the campaign received positive social feedbacks from LuvMe Hair’s customers