Anna Sharples, Brand Manager for celebrity hairdresser Percy & Reed, reveals how Social Media creates leads and is at the centre of their marketing strategy. “We use Meltwater as a market research tool to learn more about our current customers, monitor our celebrity brand ambassadors and capture new leads using Facebook competitions.”
5 Million Re-Tweets and Reach in China
None of the Percy & Reed team knew when Rita Ora, British singer-songwriter, recently sent a tweet to her 5 million followers sharing a picture of her newly cropped hairdo while sitting in the Percy & Reed salon. “It was a complete surprise” explained Anna, “and as she didn’t use the hashtag or handle, we would have had no way of monitoring. By using Meltwater, we could see how many re-tweets had taken place and the geographical spread.”
Attracting Clientele and Gaining Consumer Insights
By using Meltwater, Percy & Reed have learned more about their customer and potential customer base, where traditional market research would have struggled. “We are able to listen to our audience’s unbiased thoughts and opinions and monitor key conversations and theme-clouds that provide invaluable insights” explains Sharples.
57 New Stylish Clients Generated Through Facebook
By using Meltwater to run a campaign on Facebook, visitors (directed through from a glossy magazine) were asked to vote on their favourite of four Percy & Reed hairstyles with a chance to win some Percy & Reed products.
Every entrant had to supply their name and email address. As a result, 57 new leads were generated, from the target audience, with an active interest in the Percy and Reed products. Percy & Reed were able to engage directly with their potential customer base.
Social Media Marketing helps Percy & Reed playfully engage with new clientele. The outcome? More people with seriously good hair.
Launched in 2007, Percy & Reed is a quintessentially British brand, with a stylish, fun and quirky personality. Their catchphrase, “The Playful Way to Seriously Good Hair,” has attracted fashionistas and celebrities to their extensive clientele. Started by visionary hair stylists, Adam and Paul in 2007, the concept was to bring a high end salon experience to the high street (not just for A-listers). Following the success of the salon in London, Paul and Adam decided to launch their own exciting product line in 2011, providing affordable, highquality hair products to the UK.