Madison Reed

role: virtual event producer awards: SABRE

When the pandemic hit in March of 2020, direct-to-consumer hair dye company Madison Reed found itself with a massive influx of new customers. The company knew it had to meet its clients in new ways and the virtual event series “Hair Color House Party” was concepted. HCHP is a place for clients to watch hair coloring demos by the company’s top colorists and ask their most burning questions live.

As the producer of this show, my duties went beyond the virtual event production. The show needed marketing materials built, scripts written, weekly talent secured and trained in the product and process. Clients needed to feel encouraged through each show, have their questions answered and know that Madison Reed was there for them in their hair color experience. Through a dedicated strategy built on real-time customer data, I was able to elevate the show (through increased attendance, streaming on Facebook Live and developing the marketing strategy), securing HCHP as one of Madison Reed’s strongest customer retention tools.

By the numbers:

• 20+ shows

• More than 8,000 sign ups (Feb 16)

• 41.6% of prospects that attended the HCHP made a purchase after the event

• 15.1% of the attendees are repeat attendees

• 41.6% of prospects that attended the HCHP made a purchase after the event

  • This is 30% better than prospects that signed up but did not attend the HCHP

In addition to production of the show, marketing needed to be consistent and well-monitored. Through strategic email, social and website marketing, we were able to increase our viewership week after week. I built a simple microsite off of the flagship site to provide further information and saw an immediate 22.4% increase in sign up rate.