the challenge.
Hairburst was known for its recurring BOGOF promotion, so the brand needed a fresh way to repackage the same core offer for Black Friday - without relying on a new discount mechanic.
We needed to make the offer feel new, exciting, and exclusive, even for customers who had seen it before.
my role.
I played a central role in shaping and executing the full-funnel campaign strategy, collaborating closely with paid, retention, creative, and eCommerce teams to bring the Black Friday lead generation campaign to life across every touchpoint. I worked hand-in-hand with channel managers on ideation and strategy, and was responsible for driving key deliverables forward
the concept.
To make Black Friday feel different to every other time we'd run the promo, I pitched a new approach to the CEO - lock the website for an hour ahead of launch, and only give access to those who had signed up to our early access list. The aim was to create a sense of exclusivity and excitement, while also driving list growth and engagement.
This was the first time Hairburst had ever trialled a site-lock, so it took a bit of convincing to gain buy-in from stakeholders. Once I had the go ahead, it was on me to brief the eCommerce team and get the functionality live in time.
what we delivered.
I played a key part in project managing the wider campaign rollout, which included:
Rolling out a global lead generation campaign across 11 regional websites (UK, US, FR, DE, IT, HU, CZ, SK, RO, ES and EU).
Collaborating with the eCommerce team to brief and deliver site-lock functionality across all storefronts.
Setting up and QAing Klaviyo flows per region to deliver early access passwords ahead of the public sale.
Updating all existing pop-ups with Black Friday copy.
Building dedicated Black Friday sign-up landing pages across all sites to drive paid and organic traffic to.
Briefing organic lead capture across Instagram Stories.
Coordinating timelines and asset handover across web, retention, and performance channels.
the results.
The campaign drove record-breaking Black Friday results for Hairburst, with particularly strong engagement across early access audiences. The site-lock mechanic created a new level of excitement around a well-worn offer, and proved just how impactful small strategic shifts can be in high-volume promotional moments.