Sally Hansen Socials: From Strategy to Success
How Cult Achieved 299% Organic TikTok Growth with a Reactive Social Strategy for Sally Hansen
The Brief
Cult has partnered with Sally Hansen for the past 5 years to be their lead social strategy and creative agency for the brand, transform their social channels and brand perceptions, and establish Sally Hansen as trend-first, on-the-pulse reactivity and pioneers of innovative social content.
What we did
Localised key campaign moments with our always-on reactive strategy, transforming all social channels by delivering trend-first, reactive content with a 24hr turnaround, consistently trialling new formats. Repurposed our top-performing TikTok content to Instagram, with the most successful accruing up to 5x our average reach, and trialled live event coverage for Pride, generating a 17% higher engagement than the event partner.
Innovation Sessions:
Led quarterly innovation sessions, connecting Sally Hansen to brands like TikTok, to educate on the latest products, trending formats, and how we can drive innovation and growth cross-platform. Baking this innovation into our social content production, this led to a 299% increase in our TikTok following, and made us the #1 nail brand on Pinterest.
299%
increase in TikTok follower count without paid media
#1
Number 1 nail brand on Pinterest
11x
higher average engagement rate on Instagram compared to industry benchmark