Variety: Hair with Heart

CHALLENGE

After four years of growth, Variety’s Hair with Heart campaign was beginning to plateau.

INSIGHT

Hair with Heart’s most engaged audience were mums and daughters. So that’s who the campaign needed to target.

SOLUTION

We helped Hair with Heart pivot to a super targeted strategy that spoke directly to mums and daughters, while reinvigorating the creative to match.

A WHOLE NEW LOOK

Hair with Heart is Variety’s Australia-wide program for hair donations and peer to peer fundraising. The money raised supports sick kids, some who have lost their hair due to a long-term medical condition. It’s a key revenue driver for Variety, especially during COVID-19. That's why we needed to make sure it worked harder than ever to really drive fundraising for the organisation.

In previous years the campaign struggled due to a broad target audience and a confusing, one-size-fits all value proposition. We saw that their most powerful and unique audience was mums and their daughters. So we created a super targeted strategy that spoke directly to them and developed a whole suite of creative to match.

The update was just what the campaign needed and, even with a global pandemic, the campaign became Variety’s biggest fundraising driver.