{"id":801325,"date":"2025-07-28T09:31:55","date_gmt":"2025-07-28T08:31:55","guid":{"rendered":"https:\/\/staging-artefact.digitalseeder.com\/?post_type=cases&#038;p=801325"},"modified":"2026-02-24T13:19:22","modified_gmt":"2026-02-24T13:19:22","slug":"from-awareness-to-action-with-ai-how-ghd-scaled-conversions-with-performance","status":"publish","type":"cases","link":"https:\/\/staging-artefact.digitalseeder.com\/es\/cases\/from-awareness-to-action-with-ai-how-ghd-scaled-conversions-with-performance\/","title":{"rendered":"<span class=\"highlight\">GHD (D\u00eda de Cabello Perfecto)<\/span> De la concienciaci\u00f3n a la acci\u00f3n con AI: c\u00f3mo GHD aument\u00f3 sus conversiones con Performance+"},"content":{"rendered":"<p style=\"text-align: center;\"><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/3xDfh_nH9Ps?si=yfVW_VTlSWLyd6nV\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<blockquote><p>&#8220;Amazon is more than just a sales channel for us. It\u2019s where discovery meets conversion. With Performance+, we turned AI into a growth engine, not just a buzzword.\u201d<br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/julien-roussel-3a77904b\/\">Julien Roussel<\/a>, E-commerce Director France &amp; Benelux at GHD<\/p><\/blockquote>\n<p>For <a href=\"https:\/\/www.ghdhair.com\/\">GHD<\/a>Para GHD, la marca premium de herramientas para el cabello conocida por su innovaci\u00f3n de alto rendimiento, el desaf\u00edo estaba claro: \u00bfc\u00f3mo mantener una experiencia de marca de lujo en Amazon mientras se impulsaba el rendimiento? A medida que aumentan los costos de los medios y se intensifica la competencia, GHD necesitaba una nueva estrategia para convertir la notoriedad en acciones significativas manteniendo el control sobre la narrativa de su marca.<\/p>\n<p>That\u2019s where <a href=\"https:\/\/staging-artefact.digitalseeder.com\/es\/\">Artefact<\/a> y <a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a> came in.<\/p>\n<h2>Challenge: Scale conversions while maintaining brand excellence on Amazon<\/h2>\n<p>GHD (Good Hair Day) has long set the bar in the beauty and styling industry. The brand is beloved for its sleek, high-tech tools and for a carefully curated premium identity.<br \/>\nOn Amazon, GHD invested in premium content, from A+ pages to Brand Stores and Prime Video ads. These efforts generated strong traffic and visibility. However, the brand faced a common challenge: how to close the loop between awareness and conversion, especially in a crowded beauty landscape.<\/p>\n<blockquote><p>&#8220;We were doing a great job driving traffic, but conversions didn\u2019t follow at the same pace. We needed something smarter than traditional DSP retargeting.\u201d<br \/>\nJulien Roussel, GHD<\/p><\/blockquote>\n<h2>Solution: Activate AI-driven retargeting with Performance+<\/h2>\n<p>Together with GHD, Artefact leveraged Amazon DSP\u2019s Performance+, a new AI-powered campaign format that uses predictive modeling to boost conversions at scale. By integrating GHD\u2019s first-party conversion events with Amazon\u2019s proprietary signals, Performance+ builds dynamic audiences most likely to convert and targets them across Amazon and the wider web.<\/p>\n<blockquote>\n<div>&#8220;Traditional DSP retargeting wasn\u2019t scalable enough. Performance+ allowed us to test smarter, faster, and still keep control over inventory, blacklists, and brand safety, which is essential for a premium brand like GHD.\u201d<br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/julie-p-195aa2151\/\">Julie Plaitin<\/a>, Senior E-Retail Consultant at Artefact<\/div>\n<\/blockquote>\n<p>To evaluate the solution, Artefact and GHD launched a rigorous A\/B test comparing Performance+ against manual retargeting over a two-month period using a modest initial budget.<\/p>\n<p>The results:<\/p>\n<ul>\n<li>69% decrease in Cost Per Acquisition compared to traditional DSP retargeting<\/li>\n<li>19% higher conversion rate compared to manual audiences<\/li>\n<li>31% overall conversion growth in just three months<\/li>\n<\/ul>\n<p>Even better, setup time was reduced from 70 clicks to just 4, freeing up valuable time for strategy, creativity, and optimization.<\/p>\n<h2>Collaboration and Mindset: Letting AI take the wheel responsibly<\/h2>\n<p>One of the most remarkable parts of the collaboration was GHD\u2019s openness to testing, even in a domain that required surrendering some manual control.<\/p>\n<blockquote>\n<div>&#8220;Performance marketers love control. But here, we saw the benefit of letting AI handle complexity. With Artefact, we had full transparency into where our ads showed. This isn\u2019t a black box.\u201d<br \/>\nJulien Roussel, GHD<\/div>\n<\/blockquote>\n<p>Artefact\u2019s expertise in AI allowed GHD to stay agile while remaining confident in quality and brand alignment.<\/p>\n<h2>What\u2019s Next: Moving up the funnel with Performance+ and Brand+<\/h2>\n<p>Following the success of the conversion-focused pilot, GHD is expanding its use of AI across the Amazon funnel. The brand is now testing acquisition and retention strategies using Performance+, and exploring Brand+, Amazon DSP\u2019s new solution for video and streaming TV.<\/p>\n<blockquote>\n<div>\u201cAI doesn\u2019t replace marketers. It enhances them. We\u2019re now focusing less on building audiences manually and more on building impact.\u201d<br \/>\nJulie Plaitin, Artefact<\/div>\n<\/blockquote>\n<h2>Conclusion: Trust the test and the data will lead<\/h2>\n<p>The partnership between GHD, Artefact, and Amazon DSP proves one thing: when used strategically, AI is more than hype. It\u2019s a performance lever for premium brands.<\/p>\n<blockquote>\n<div>&#8220;For any beauty or premium brand hesitant about AI: just test it. Define your KPIs, start small, and let the performance speak. A 70% drop in CPA and 20% lift in conversion rate? That\u2019s not a trend. That\u2019s a competitive advantage.\u201d<br \/>\nJulien Roussel, GHD<\/div>\n<\/blockquote>\n<p>From Cannes to clicks, GHD is turning AI-powered media into beautiful results.<\/p>\n<p><strong><em>Curious how AI solutions like Performance+ could elevate your brand on Amazon?<\/em><\/strong><br \/>\n<em>Discover how predictive targeting, real-time optimization, and full-funnel strategies can complement your current approach.<\/em><\/p>\n<p><em><strong>Get in touch with our E-retail team directly via <a href=\"mailto:e-retail-fr@staging-artefact.digitalseeder.com\">e-retail-fr@staging-artefact.digitalseeder.com<\/a><\/strong> to explore how we can help you scale smarter, convert faster, and stay ahead in today\u2019s competitive retail landscape.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Para GHD, la marca premium de herramientas para el cabello conocida por su innovaci\u00f3n de alto rendimiento, el desaf\u00edo estaba claro: \u00bfc\u00f3mo mantener una experiencia de marca de lujo en Amazon mientras se impulsaba el rendimiento? A medida que aumentan los costos de los medios y se intensifica la competencia, GHD necesitaba una nueva estrategia para convertir la notoriedad en acciones significativas manteniendo el control sobre la narrativa de su marca.<\/p>","protected":false},"featured_media":924932,"parent":0,"template":"","meta":{"_acf_changed":false},"categories":[91],"class_list":["post-801325","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>GHD (Good Hair Day) From Awareness to Action with AI: How GHD Scaled Conversions with Performance+ - Artefact<\/title>\n<meta name=\"description\" content=\"For GHD, the challenge was clear: how to maintain a luxury brand experience on Amazon while boosting performance. 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