ghd: Effectiveness 1 How newspapers ensured ghd was at the top of the shopping list

ghd successfully strengthened their premium, market leading position in the run-up to Christmas through a relatively low cost multi-media campaign. Newsbrands - specifically newspapers - were included in the schedule for the first time, and played a vital role in boosting ghd’s brand health among a modern female target: 2

3 ghd Headline results Newspapers improved more brand measures than TV or magazines – Newspapers affected all ghd KPIs Newspapers alone increased consideration of ghd – Boosted gift consideration by 6% – Enhanced ghd’s dominant position as “my first choice” for self-purchase Newspapers, magazines and TV played different, but complementary roles – TV created “buzz” and improved brand image – Magazines improved brand image – But newspapers were main instigators of change

4 ghd Creative work Newspaper creative

5 ghd Creative work Magazine creative TV creative

Objective Reinforce women’s perceptions that ghd is at the cutting edge of creativity and style - and ultimately put ghd stylers at the top of their shopping list Communications strategy Create desire by showcasing the innovative new Scarlet Collection Ads featured Katy Perry, brand ambassador Target audience Style-conscious women aged ghd Test detail

7 ghd Test detail Media Plan Sept 11Oct 11Nov 11Dec 11£m Media Target audience: Style conscious women aged Newspapers0.29 TV0.35 Magazines0.19 Research Dates Millward Brown CrossMedia™ Ads in the main book of the newspapers accounted for 282 GRPs and the supplements for 151 GRPs Source: NMR/BARB/NRS 433 GRPs 225 TVRs 190 GRPs During/PostPre

8 ghd Test detail Research method: Millward Brown CrossMedia™ Sample 1,400 women aged who own and have used hair straighteners in the last 6 weeks OR who are likely to consider them as a gift Detailed media consumption + Brand response questions Contribution of each medium to changes in brand measures

9 “ Newspapers added a strong dimension to the ghd advertising campaign, producing impressive results, especially for brand consideration. It was very helpful to see exactly which buttons were pressed by each medium, and how they all fitted together to create a strong campaign. ” Stuart Spiegel CMO, ghd

The Findings 10 Brand response

11 ghd Newspapers ensured that all ghd brand KPIs were strengthened ghd key measures uplift % contribution by media *Buzz= heard a lot about recently Newspapers TV Magazine Source: Millward Brown CrossMedia™

12 ghd Newspapers increase consideration, both as a gift & self-purchase Uplift in consideration of ghd as gift for someone else Very likely/likely Base pre-campaign +6% Contribution of newspapers Source: Millward Brown CrossMedia™

13 ghd Newspapers’ impact couldn't have been achieved by TV + magazines Source: Millward Brown CrossMedia™

14 ghd National newspapers punched above their weight Source: Millward Brown CrossMedia™

15 Cost of 1% uplift in ghd brand measures (awareness, buzz, advocacy, consideration, image) £m ghd Newspapers & TV were lowest cost media for driving ghd brand KPIs NewspapersMagazine TV £0.38 £1.16 Source: Millward Brown CrossMedia™

16 ghd Newspapers deliver significant new audience, fast Source: NRS

17 ghd Newspapers complemented TV Media profile delivery indexed against women Newspapers TV Magazine London AB Source: BARB/NRS

The Findings 18 Advertising response

19 Newspaper ad recognition % recognising Any ghd newspaper adMillward Brown print norm (326 ads) ghd ghd newspaper ads were impactful and well recognised Source: Millward Brown CrossMedia™

20 ghd ghd newspaper ads were highly involving Source: Millward Brown CrossMedia™

21 ghd Newspaper ads for ghd performed strongly Response to ghd ads % agreeing Source: Millward Brown CrossMedia™

22 ghd Newspaper ads were more informative Advertising measures – Depth of information Gives me enough information to decide whether ghd is for me Agree % TVNewspaper Source: Millward Brown CrossMedia™

23 ghd Newspaper ads created a stronger call to action Advertising measures – Call to action Gives me a reason to go out and buy ghd Agree % TV Newspaper Source: Millward Brown CrossMedia™

24 ghd Multiple newspaper executions increased responses Source: Millward Brown CrossMedia™