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Does She or Doesn't She? Marketing Campaign (9)

10-02-2019 06:43 PM #1 franky88 (Member)
Does She or Doesn't She? Marketing Campaign

Hey all.

I came across this old campaign by Miss Clairol's Hair-coloring.

I LOVE the psychology behind it.

As one blogger put it, "Anytime you are making a change to your body, you want people to notice but not so much that they question whether or not it is fake. You want people to notice the 6-pack... not the liposuction. You want people to notice a thicker head of hair... not that you are using Rogaine. The same can be said for women who are getting their hair colored. Results combined with a secret as to how the customer got the results can make for killer copywriting –– "Does she... or doesn't she?"

Anyways I just had to try this angle. I run Mane 'n Tail South Africa, it's a hair range mostly for women 35+ struggling with slow growing, thinning hair etc. This campaign left me wondering if the same psychology can be applied to hair products. Especially for women 35+ who start to struggle with thinning hair etc.

I decided to focus on our shampoo that protects dyed hair so it doesn't wash out easily, aswell as promotes thicker hair. So with a few small tweaks to the Miss Clairol campaign I thought it was a perfect fit.

So I came up with this... https://promotion.manentail.co.za/do...or-doesnt-she/ (Not completely done, still need to get the right product pictures uploaded etc.)

Would love to hear what you all think of this overall marketing angle? Does it make sense or is it a bust?

At the moment I need to push this colour protect product. But was thinking of revamping the entire opening hook from "Coloured hair" to "thicker hair," once I'm ready to use this angle on products designed to promote thicker and fast growing hair.

I'll be running this one on FB regardless, so I'll be posting results here. Will be interesting to see if any of you can predict the success of this campaign.

Hope you are all having a great week!

10-02-2019 09:29 PM #2 matuloo (Legendary Moderator)

I like the angle actually and also the logic behind it.

I had a quick look at the LP you shared and again, I think the image doesn't explain the angle good enough. A mother with her daughter... does she or doesnt she, but what? As a direct response marketer, you gotta grab the attention of the user quickly and be very clear about the message you want to communicate.

I would use an image like :

OR

NONE of them is perfect, I tried to search for about 5 minutes but couldn't find the perfect one, but these two are the closest to what I'd use. One person staring a the hair of a woman, wondering whether she has colored hair or not

I'd probably rewrite some parts of the copy too, but that's about my personal style of writing and your's might perform better ... a test will show

EDIT: I just looked up the original "does she..." ads and I see that they were actually using exactly that type of an image as you did, to show how the mothers hair is the same color as the childs one Hehe, looks like I would really understand the original angle either

10-03-2019 12:03 AM #3 franky88 (Member)

lol, man, I don't know how I didn't pick that up either.

I originally thought they added children to resonate with the target market better.

GOOD SPOT!

Makes this marketing message just that much more brilliant. The image really draws out the sentence "as though she's found the secret of making time stand still."

Also love the picture ideas you posted. Adds a bit of humour to it, almost like "your own husband or BF won't be able to tell."

Thanks for that. Definitely worth testing that too.

10-03-2019 03:57 PM #4 matuloo (Legendary Moderator)

Originally Posted by franky88

Hehe yes, I didn't understand the true meaning of the angle at first, but it makes sense after a second look

But this leaves me wondering, if we weren't able to pick the angle immediately, maybe part of the audience won't be either. Branding ads can "afford" to do this and leave people wondering a bit, but with direct response marketing, we need to be more "straight into the face" with our copy.

Then again, this angle has been used for ages I guess and quite a few people might be familiar with it, so who knows, it might still perform well with the imagery they have been using. Test both approaches to see whether there is any significant difference

10-07-2019 03:15 PM #5 franky88 (Member)

Originally Posted by matuloo

Hehe yes, I didn't understand the true meaning of the angle at first, but it makes sense after a second look

Or maybe women are just a lot smarter than us men. :P lol. But I definitely get what you're saying. I'm wondering the same thing.

My ad copy will lead with some info on the product and expand on the angle, so hopefully it will be dead obvious. Regardless I'm curious, so I'll be testing both approaches.

Adding final touches on the sales page today then will launch tomorrow on FB. I will let you know how it does...

10-07-2019 04:48 PM #6 matuloo (Legendary Moderator)

Originally Posted by franky88

Yup, looking forward to the results

Also please show us the final version that you have used.

10-07-2019 06:59 PM #7 franky88 (Member)

Will do bud.

Here it is... https://promotion.manentail.co.za/do...or-doesnt-she/

I'm excited to see how this ange will perform compared to my other angles. Will also send screen shots of ad copy in a bit.

10-21-2019 02:57 PM #8 franky88 (Member)

Update on this... https://promotion.manentail.co.za/do...or-doesnt-she/

It's a BUST. LOL.

When compared to another product/angle I'm running, stats look miserable.

Opt in rate is 5% (compared to my usual 13% for other angles/products.) This carried over to poor cost per conversions.

Spent about $150 on FB ads and didn't result in a single sale. I know this seems like a little, however, I've been running ads for this company for a while, so I have a sense of what cost per lead, and add to carts etc that I should be getting. Generally I pay $20 to $30 per sale.

No point trying to polish a turd right?!

Here's my usual angle if anyone wants to compare the two [...] https://sa-product-trends.lpages.co/herbal-gro/

Some food for thought; The product in this angle could relate to a very specific audience, so it might be worth niching down my audience with interest targeting a lot more. My usual angle (Thinning hair,) relates a lot more to a general audience, compared to the product in this angle, (coloured hair.)

So is it the angle that's a turd, or the product? What I'll do is rework this advertorial landing page style that is working for me, https://sa-product-trends.lpages.co/herbal-gro/ with the Colour protect product.

That way I'll be able to know for sure.

Let me know your thoughts.

10-21-2019 05:43 PM #9 matuloo (Legendary Moderator)

I think the problem with this angle was the kinda "unclear" message, as we discussed earlier. May be it could be improved to something like "does she have a colored hair or doesnt she?" but hard to say how big the impact would be.

It's also possible, that "thinning hair" is a stronger angle than "naturally looking color", I guess females are generally scared more of losing hair than their color looking natural, so it would make sense.

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