To elevate the presence of Curl Manifesto by Kerastase in the Canadian market, the campaign zeroed in on a core objective — to increase online sales by targeting female audiences, with a special emphasis on the South Asian demographic through in-language strategies. Dark Square executed a comprehensive digital campaign that included Google lead generation and brand ads, YouTube campaigns, Meta advertising across Facebook and Instagram, and high-visibility third-party e-commerce placements on platforms like Yahoo and Eurweb.
To ensure every click translated into measurable progress, advanced techniques such as call-to-action tracking, goal completion analysis, customer attribution modeling, sales funnel creation, and e-commerce landing page optimization were deployed. Real-time online tracking and event analytics helped fine-tune the user journey and enhance conversions.
The campaign reached over 1.2 million users, generating an impressive interaction rate of 19%, with more than 90,000 page views. Visitors spent an average of 56 seconds per session, and the brand saw a notable boost in performance: 1,100+ leads generated, 70+ users searched for a Kerastase salon, average order value increased by 18%, average add-to-cart value jumped by 16%, and average volume sales surged by 21%.
Social engagement was equally strong, with a reach of over 500,000 and an engagement rate of 12%. On YouTube, the video campaign delivered more than 300,000 views, with 96.54% of viewers watching at least 25% of the video, and an outstanding 91.11% completing the entire video. All of this was achieved while maintaining a cost-efficiency edge—delivering results at a CPM that was 7.4% lower than the industry average.
This case study highlights how Curl Manifesto, with strategic execution by Dark Square, turned targeted digital initiatives into impactful business growth—effectively reaching, engaging, and converting their desired audience in Canada.
