HAIR BY SAM MCKNIGHT

For Sam McKnight, the opportunity was to turn tighter budgets into smarter growth: maximising impact, uncovering efficiencies, and scaling performance without the spend.

Client case study - Discothèque Fragrances

Hair by Sam McKnight translates the stylist to the stars' decades of experience into an effortless line of award-winning hair care and styling saviours.

The challenges.

REDUCING SPEND, MAINTAINING PERFORMANCE

After significant spend in 2024, the brand needed to bring budgets under control and focus on efficiency. The goal was to understand where best to scale the account without losing momentum.

MAXIMISING IMPACT WITH LIMITED RESOURCES

Maintaining strong performance while continuing to increase visibility among new customers and drive meaningful growth.

UNCOVERING OPPORTUNITIES FOR SMARTER SPEND

The constrained budget created a chance to identify the highest-performing channels, audiences, and creative approaches. By focusing on efficiency and data-driven insights, we could lay the foundation for scalable, sustainable success.

The A&K approach.

Focusing Budget on High-Performance Activity

We restructured PMax and Shopping campaigns for efficient budget allocation, prioritising top-performing activity and optimising spend across warm and cold audiences.

Driving New Customer Acquisition

We launched generic search campaigns to attract new customers, increasing visibility and expanding the brand’s reach.

Strengthening Brand Presence

Additional display placements and creative assets were introduced to better tell the brand story and protect valuable ad space, ensuring consistent visibility and engagement.