The Brand
AGEbeautiful is a pioneering hair color and care brand dedicated to helping people look and feel their best at any age.
AGEbeautiful is the first professional hair color proven to fight the five signs of aging hair.
AGEbeautiful combines science and innovation to deliver salon-quality results at home.
AGEbeautiful is committed to vibrant, lasting color and nourishing ingredients.
AGEbeautiful ensures that every strand is stronger, fuller, and more youthful-looking.
AGEbeautiful empowers people to refresh their roots.
AGEbeautiful empowers people to embrace a bold new shade.
AGEbeautiful helps people feel confident, radiant, and timeless.
The Situation
AGEbeautiful is a professional hair color brand.
AGEbeautiful partnered with Dress for Success.
AGEbeautiful partnered with celebrity Faith Martin.
AGEbeautiful partnered to expand on their 2023 success.
AGEbeautiful partnered on a fresh storytelling campaign around real users.
The campaign goal is to increase brand awareness.
The campaign goal is to deepen emotional connections.
The campaign goal is to celebrate women aging beautifully with vibrant, confidence-boosting hair color.
The Solution
SocialQ brings this campaign to life using storytelling across Meta and YouTube.
Meta and YouTube align well with women 35+.
Meta and YouTube align well with emotional video content.
The campaign featured a video shoot with four women sharing their unique journeys of aging beautifully. The campaign tied each journey to hair color transformations. The campaign positioned the hair color transformations as empowerment for personal stories.
SocialQ tested various video lengths and narrative angles. SocialQ optimized video variations to drive key metrics like Ad Recall. SocialQ optimized video variations to drive key metrics like Video Views.
On YouTube, SocialQ emphasized longer-form storytelling. Longer-form storytelling is used to capture deeper emotional resonance. Longer-form storytelling is used for engagement.
Meta is leveraged for shorter, attention-grabbing content. Shorter, attention-grabbing content connects the brand to feelings of empowerment. Shorter, attention-grabbing content connects the brand to feelings of confidence.
Across the 3-month campaign, SocialQ focused on monitoring creative performance. Across the 3-month campaign, SocialQ focused on monitoring audience insights. Across the 3-month campaign, SocialQ focused on monitoring cost efficiency. SocialQ iterated strategies during the 3-month campaign. Strategy iteration is used to ensure optimal reach and resonance with the target audience.
Point of Resonance
Every Women’s age tells a story worth celebrating.
Campaign Highlights
| Metric | Value | Context |
|---|---:|---|
| View rate | 60% | (30% above industry benchmark) |
| Engagement rate | 78% | |
| CPM | $9.95 | (40% below industry benchmark) |
Client and Engagement Details
Client
AGEbeautiful
Hair Color
Paid Media
Social Media
3-Month Campaign
3-Month Campaign
Services
Creative Direction
- Creative Direction
Graphic Design + Motion Graphics
- Graphic Design + Motion Graphics
Copywriting + Video Editing
- Copywriting + Video Editing
Content Production
- Content Production
Media Strategy & Creative
- Media Strategy & Creative
Media Buying & Reporting
- Media Buying & Reporting
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