“From a product company to an established, recognised and significant player in both the Professional Hairdressing and Consumer marketplace in less than 6 months.
That’s how our successful partnership with Catalyst has transformed Sleek. And they are jolly nice people too!”
In a very short time frame indeed, Catalyst worked closely with the client to transform how the marketplace views Sleek, its products and services and has given a new, effective and successful impetus to both its market penetration and sales activities.
We were given initially a large marketing budget to promote the brand.
However, after a comprehensive review of the brand, its image, communications materials and position within the marketplace, our Managing Director felt uneasy.
Certainly, we could spend the money, but was the then existing brand image suitable, appropriate and effective for the current and future marketplace of professional hairdressing?
The answer we at Catalyst came up with was – No.
And our MD had the difficult task of telling the client that;
1. The head shot images were far from appropriate for the image Sleek wished to project;
2. The corporate image did not reflect the new direction;
3. They needed a new focus on the sales and marketing direction and support materials.
But, we needn’t have worried. The forward looking Sleek team readily agreed to a radical overhaul and tasked Catalyst to create ‘the new Sleek’.
To ensure that the correct directions to follow were being adhered to, the Catalyst creative team produced several mood boards, identifying key elements of the proposed direction we felt the company should take.
Hair by Sleek
Campaign Strategy and Execution
After client presentation and a few tweaks, our creative and management team reviewed the company branding, presenting a new, fresh and relevant image that the client loved which was subsequently rolled out into all of Sleek’s communication materials.
We also set about organising a key photo-shoot, arranging studios, negotiating with model agencies, casting the shoot, providing the photographer, make–up artist and stylist and even providing the final image retouching.
Simultaneously, the Catalyst account team were busy negotiating advertisements, advertorials and editorials, placing the new photography and presenting the new Sleek to journalists by desk visits, interviews and brand new releases.
Being charged with the Sleek strategy and budget control of their project, the vision that Sleek and Catalyst agreed was delivered absolutely accurately, on message, quickly and actually, under budget. And, with the campaign still new, Sleek have already reported significant improvements in sales, new market penetration and marketplace attitudes to the brand.
Catalyst’s trademark deep engagement with the Sleek brand and the market’s within which it operates has resulted in a true ROI for the client and has also opened new marketplaces which previously had remained closed for the brand.