dpHUE — Hillary Namba

The Brand

dpHUE is a salon-quality haircare brand whose mission is to help their customers achieve their shiniest, healthiest HUE. The foundation of shiny and multi-dimensional color comes not from a bottle, but from healthy hair. Their premium products support nourished, glossy hair, scalp care, and keep color looking fresh and radiant between salon visits. From scalp-balancing scrubs, to brightening shampoos, color enhancing glosses, to root coverage, dpHUE’s collection of expertly developed products nourishes and replenishes each strand to its most brilliant best with every wash, treatment, and style. dpHUE empowers customers with the tools and confidence to make every day a great hair color day.

The Challenge

Haircare is an extremely competitive market with a vast number of well established brands, and we knew that finding the right creative strategy to dpHUE’s digital marketing was the key to standing out from the crowd. With a focus on proven results, unique products, and dpHUE’s distinct approach to hair and scalp care, we were able to deliver strong performance on Facebook, Instagram, Snapchat, and TikTok.

As senior art director I was in a client facing role and wore many hats. I lead creative strategy, managed a small creative team of designers and copywriters, collaborated with my internal account team, designed and directed weekly deliverables, and helped contextualize the performance numbers and trends from a creative perspective. In my work with dpHUE over the course of two years I helped to achieve key ROAS and customer acquisition targets, supported 8+ successful new product line launches, expanded our paid media presence to five channels, and helped guide expansion into influencer marketing.

Relying on a well balanced combination of dpHUE’s unique and award-winning products, celebrity stylist co-owner Justin Anderson, modern brand voice, and a consistent pipeline of structured creative tests for both promotions and evergreen, our creative strategy was able to consistently deliver successful metrics in reaching new customers and maintaining a strong brand presence for repeat purchases. Over time, we found a winning approach to creative included a mix of incorporating press mentions and awards, product texture and color, before/after imagery, testimonials, and Justin Anderson videos. Below are some examples of winning creative.