Ion At Home for Sally Beauty
Coloring outside the lines.
Sally Beauty’s Ion Professional hair color brand was in need of a fresh makeover, so Madplum Creative stepped in with deliverables that reflected a marriage of science and beauty, with a healthy dose of color mixed in.
Madplum Creative developed an entirely new positioning strategy for Sally Beauty by shifting the Ion Professional brand into the DIY Ion at Home market. To help bring the salon experience to life, we developed a unique online product recommendation tool—the Ion Color Coder: an easy-to-use colorist tool that acts as a virtual stylist, asking all the right questions to help recommend the ideal product. The Ion Color Coder web app was layered on top of a mobile-responsive WordPress CMS, complete with integrated e-commerce functionality to facilitate real-time purchasing. To help keep our loyal consumers updated on the latest color trends, the website included a blog resource that delivered valuable and trusted tips and advice from the experts. Tools such as “Formulation 411” and easy, step-by-step “Application Information” tutorials made it easier than ever before to DIY professional hair color at home. Coupon code promotional banners inspired online purchase and a “Love It” section provided a new way to shop by hair color preference. Additionally, we developed a robust social presence for the brand with a new #ionathome hashtag, which allows consumers to browse real-time color inspiration from fellow Ion Color Brilliance lovers.
Thanks to a robust social marketing plan, influencer and blogger outreach, and paid and earned ad spends, the ION at Home website has seen an increase of nearly 45,500 monthly visits, growing pageviews by nearly 2.5 times since its launch in May 2015. Our efforts to build community resulted in an impressive 10.3 million impressions and a 12,482% increase in engagement across social media channels. We drove conversations with consumers via our Color Coder tool (nearly 400,000 visits), coupons (4,000 page visits), “Buy It Now” site functionality (3,843 total clicks), and opt-in email (475 total organic subscribers), resulting in 11,689 total conversions and clicks.
Brand identity, strategic positioning, logo development, interactive website, digital marketing plan and execution.