Data-led creativity: female hair care

“Higher levels of empathy in our messaging will ensure communications resonate with the people we are trying to reach” - CMO of a large FMCG/CPG

The challenge

A major global hair care brand was looking to improve engagement with its core female target audience by better understanding how they talk about controlling and styling their hair.

What we did

Kantar Media combined paid, owned & earned media monitoring with social media listening to reveal the motivations, habits & behaviours of the target audience and deliver previously unknown and actionable insights to the client:

  • Social media insights found “tame” and “taming” were words used by women to control their ‘frizz’.
  • Humidity triggered discussion in social media as well as how sufferers of ‘frizzy hair’ related to pictures of Monica Geller from the TV series, Friends.
  • Paid search insight revealed keywords with “tame and taming” delivered greater ROI


The unique insights generated by Kantar Media inspired creative copy & SEM to reach the audience with the right message. This resulted in a 3.5x increase in impressions and a 3.5x uplift in clicks – while decreasing cost per click to improve overall ROI. The client further applied these insights to monitor weather data to optimise campaigns around locations with higher humidity levels and ensure the message around ‘taming’ hair were timely & relevant.