FROM DAMP TO GLAM

CUSTOMER PAIN POINTS

Our client is a household name in haircare innovation, a dynamic duo that has redefined the at-home blowout. As the multi-styler that started it all, the FlexStyle has helped customers go from damp to glam for years. When paired with its sister tool, the HyperAIR high-speed dryer, these two devices cut styling time in half while delivering salon-quality results at home.

Many consumers invest in premium hair tools one at a time, often paying full price at specialty beauty retailers — a costly approach that can leave shoppers without the full damp-to-glam routine when they need it most. The Sam's Club shopper team was looking to showcase the value of their bundled tool set. A must-have for anyone managing a busy routine, the bundle was worth it for Sam's Club shoppers across the United States, so no one is left mid-routine without the right tool for the job.

Our client tasked VizSense with two 30-day campaigns over a 6-month period to promote two key upcoming bundle promotions. They challenged the Viz team to show that the FlexStyle and HyperAIR duo is worth the investment for households of all sizes, driving in-store awareness of the bundle at Sam's Club.

THE SOLUTION

VizSense conducted in-depth market research to dive into our client's brand and determine a winning message strategy. Our data team analyzed over 25,000 unique data points across 22,000 keywords and 3,000 comments to determine key differentiators and capitalize on existing community conversations to grow brand sentiment.

MESSAGE STRATEGY: Our team found our client was loved for their performance, versatility, and salon-quality results. Our influencers aimed to capitalize on these positive sentiments by sharing how this tool duo was the perfect solution for cutting routine time without cutting corners, for hair types and styling needs of all kinds. As back-to-school and holiday routines ramped up, our creators shared their personal get-ready-with-me moments, often showcasing the tools in action so they could go from damp to glam in minutes, without sacrificing style for speed.

LOCATION STRATEGY: The VizSense team plotted all Sam's Club locations across the United States. Our team then partnered with influencers whose audiences lived near areas with high densities of Sam's Club stores. We then ensured our creators were Sam's Club members to provide authentic messaging not only about the products but also about the retailer.