Joico

Social Strategy + Paid Media + Content Creation + Analytics Reporting

“JOI IS FOR ALL”

As a national hair care brand, Joico serves both consumers and hair care professionals. Since 2018, they’ve successfully grown their organic presence to over 1 million followers across Facebook, Instagram, YouTube, TikTok, and Pinterest. As they geared up to spend on paid ads, they needed a partner to develop a comprehensive paid ads strategy.

Here’s how we helped them identify and achieve their social media marketing goals.

Strategy Workshop

Our strategy workshop is an organized and facilitated full-day event with multiple stakeholders, complete with consumer journey mapping, whiteboarding, snacks, and more.

We completed a 2-hour deep dive session with Joico, including a thorough competitive analysis, journey mapping, whiteboarding, and more. This allowed us to not only recommend both short and long-term strategies but to also bring stakeholders together early and get buy-in across the organization.

Based on learnings from the workshop, we then provided a full package of strategic recommendations:

A 3-year platform investment plan
The ideal budget to meet goals
Audiences to reach across the funnel
Creative needs across the funnel
Results forecast

Paid Ads on Facebook and Instagram

Following the strategy recommendations, our team launched Joico’s first social media ads. Our 3-Year plan would take the strategy from benchmarking through full expansion across the primary platforms. Our goals included:

Deliver results at the most efficient costs
Establish benchmarks across platforms
Test audience and creative

The strategy was segmented based on the brand’s two primary audiences: Consumers and Professionals.

Consumers

Focus on driving awareness and traffic
Leverage Defy Damage product as “always on” to build stronger brand awareness

Pros

Focus on driving traffic and conversions
Heavy emphasis on LumiShine and Blonde Life

In the first year, we ran a total of 298 consumer ads and 87 pro ads. As a result, we exceeded all Y1 goals and gained efficiencies ahead of schedule, which drove success throughout each stage of the consumer funnel strategy.

409% above our goal for landing page views across pro campaigns
435% above link click goal
268% above reach goal
1,328% above conversions goal

Simultaneously, we were running ads on the Ulta and Amazon platforms.

“Dooley Social Studio is my kind of team. 5-stars in my book!”

“The fact that they give a white glove experience with their service and care to their clients is so rare. They have been very instrumental not only on the execution of a social ad plan, but they fully built out a comprehensive strategy that aligned with our brand for short and long-term objectives. No task is too small or too big for them. They understand every platform and will keep all of your brand objectives in consideration when working with you.

On top of that, they are easy and fun to work with! Our team loves our collaborations with them.”

—Valerie Robinett, Sr. Director, Digital Marketing & Communications, Joico

Ulta Campaigns

In the first year, we launched 9 Ulta campaigns. We knew this would be a key channel for Joico because we could gain direct access to target Ulta customers along with the ability to measure return on ad spend (ROAS) on Ulta Transactions.

The overall result of these campaigns included a $2:1 ROAS and 12M Guests reached.

Amazon Campaigns

We developed an Always On Amazon strategy designed to win exclusively on Amazon. We focused on continually driving awareness with new customers and conversions with existing audiences.