{"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\/nl\/cases\/from-awareness-to-action-with-ai-how-ghd-scaled-conversions-with-performance\/","title":{"rendered":"<span class=\"highlight\">GHD (Good Hair Day)<\/span> Van bewustwording tot actie met AI: Hoe GHD conversies schaalde met 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>Voor GHD, het premium haarstyling merk dat bekend staat om zijn hoogwaardige innovatie, was de uitdaging duidelijk: hoe een luxe merkervaring te behouden op Amazon en tegelijkertijd de prestaties te verbeteren. Terwijl de mediakosten stijgen en de concurrentie toeneemt, had GHD een nieuwe strategie nodig om bekendheid om te zetten in zinvolle actie en tegelijkertijd de controle over hun merkverhaal te behouden.<\/p>\n<p>That\u2019s where <a href=\"https:\/\/staging-artefact.digitalseeder.com\/nl\/\">Artefact<\/a> en <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>Voor GHD, het premium haarstyling merk dat bekend staat om zijn hoogwaardige innovatie, was de uitdaging duidelijk: hoe een luxe merkervaring te behouden op Amazon en tegelijkertijd de prestaties te verbeteren. Terwijl de mediakosten stijgen en de concurrentie toeneemt, had GHD een nieuwe strategie nodig om bekendheid om te zetten in zinvolle actie en tegelijkertijd de controle over hun merkverhaal te behouden.<\/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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