The Challenge

ghd, good hair day, is a popular hairstyling brand in Europe but less of a household name in Asia. The time had come for ghd to grow its online presence to propel it into the Asian market. The desire was to do so through an online-to-offline (O2O) activation which promoted their new ‘Wanderlust’ Collection, with millenials in mind.

Our Strategy

The limited edition ghd Wanderlust collection is inspired by the desire and curiosity of travelling around the world, discovering new experiences and celebrating natural beauty.

We took the essence of Wanderlust and sprinkled this across what millennial women love – travelling, unique, insta-worthy products, selfie & groupfie moments, personalization and shopping and housed this under a pop-up experience in the prestigious and bustling Pacific Place Mall.

The campaign bought Wanderlust to life with an experience that revolves around things that millennial women love to do. Housed as a pop-up in the prestigous and bustling Pacific Place, the experience attracted customers to explore their wanderlust through different touchpoints that inspires you to explore, discover and treasure the moments.

Customers got a taste of wanderlust journeying through the pop-up and completing different experiences, collecting stamps in their very own Wanderlust-designed passport.

Upon entering, customers checked-in to receive a passport with their first stamp. Customers then collected stamps at each station, once all stamps were collected, Wanderlust prizes were won.

To bring the campaign full circle, the Wanderlust experience went digital with #GLOBALHAIRDAYS. A social media competition inviting target audiences to share their Wanderlust look on Instagram with #GLOBALHAIRDAYS. The best look won a Wanderlust Platinum Tropic Sky Styler. Extra incentives were on offer by visiting the Pacific Place pop up,  checking out the new product line and experiencing the Wanderlust Journey. By showing your #GlobalHairDays photo, you could receive your free Wanderlust tote bag and other personalized goodies.

This tactical redemption strategy drove traffic back in-store while increasing fan growth and engagement across both FB and IG.


Hong Kong
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The Results

The Wanderlist campaign was ghd’s most successful social campaign in Asia, achieving:

  • Over 380k reached
  • 39k+ engagements
  • Over 700 quality UGC entries, accounting for 20% UGC globally
  • Over 36% IG fan growth
  • Over 90% FB fan growth


The Wanderlist campaign was ghd’s most successful social campaign in Asia