Toppik is a line of products that instantly make hair look thicker and fuller. A major brand redesign contemporized its look and positioning and expanded its appeal to a slightly younger male and female target audience. Linda led the brand relaunch, including significant content development, a new website, SEO, PPC, direct marketing (email marketing and launching a new catalog), new pricing and new products. She partnered closely with the sales team to successfully gain more distribution and retail support. Linda’s detailed ROI analysis of marketing activities that had been running for a long time led to decisions to discontinue a DRTV campaign and advertising with SkyMall. As part of the DRTV analysis, she also discovered tens of thousands of dollars that had been mistakenly billed to Toppik by the company running Toppik’s direct response media.
- PPC campaigns decreased Cost Per Acquisition 30% and increased Conversion 4.6 points
- SEO efforts drove 16% increases in organic website traffic
- Gained more distribution and more retail support at Sally Beauty, Ulta and Sephora
- Realized substantial savings from discontinuing programs that Linda’s analysis showed were delivering negative ROI, and from identifying incorrect billing from vendor