Launching Wahl’s Peaky Blinders Collaboration

Launching Wahl’s Peaky Blinders Collaboration

A Campaign That Delivered ROI Year After Year

Trackable results we’ve achieved for Wahl

  • £1M+ Tracked Revenue on social media
  • 6.9M Social Media Views across Facebook and Instagram
  • 350K Ad Link Clicks on social media
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Chris Barleycorn

Marketing Manager, Wahl UK

October 27, 2023

We’re very pleased with the consistent return on investment we gain through working with the Knowlton team. They’ve got a unique approach to developing creative campaigns that have not only driven significant sales, but have also generated positive sentiment towards our brand at scale

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Quick Summary:  Key Contributions by Knowlton
  • Developed and launched a successful campaign for Wahl’s collaboration with Peaky Blinders, aligning perfectly with the BBC series’ brand guidelines.
  • Produced versatile, high-quality content optimised for multiple platforms, including YouTube, Instagram Reels, and Facebook.
  • Targeted gift-buyers ahead of Father’s Day with social-first video and image ads.
  • Delivered scripts and assets approved quickly by the Peaky Blinders licensing team.
  • Consistently generated ROI for Wahl through creative campaigns and paid social media management.

Introduction

Introduction

Since 2019, Wahl has partnered with Knowlton to develop a comprehensive marketing strategy and execute social-first content production. Over the years, our collaboration has evolved, producing content that has generated over £1M in tracked revenue, 6.9M social media views, and 350K ad link clicks.

In 2023, Wahl trusted us to launch their Peaky Blinders collaboration, a campaign designed to reach gift-buyers in time for Father’s Day. This case study showcases how we delivered a standout campaign while navigating the challenge of working with the BBC’s stringent brand approval process.

The Outcomes and Early Results

The Peaky Blinders collaboration campaign achieved outstanding results for Wahl, reinforcing the long-term success of our partnership:

  • £1M+ Tracked Revenue
  • 6.9M Social Media Views
  • 350K Ad Link Clicks

The campaign not only delivered ROI but also strengthened Wahl’s brand image, positioning them as a leader in personal care and a trusted partner of premium entertainment brands.

The Challenge

Wahl needed a campaign that would:

Celebrate the Collaboration: Announce the partnership with Peaky Blinders in a way that resonated with fans of the show.
Target Father’s Day Gift Buyers: Drive sales by engaging gift-buyers across multiple social platforms.
Meet BBC Brand Standards: Ensure all content adhered to the Peaky Blinders production team’s strict branding and quality guidelines.

The challenge lay in creating a campaign that was both on-brand for Wahl and aligned with the high production values of Peaky Blinders. All content needed to be approved by the BBC licensing team before launch, requiring meticulous attention
to detail.

The Solution

We developed a strategic, multi-platform campaign that delivered high-quality, versatile content while maximising efficiency and ROI.

Comprehensive Research
To ensure we captured the essence of Peaky Blinders, we extensively researched the show’s production, style, and branding. This foundation allowed us to create assets that aligned seamlessly with the series’ aesthetic and tone.
Versatile Content Production
We shot the campaign in both landscape and vertical aspect ratios, optimising content for multiple platforms, including YouTube, Instagram Reels, Facebook, and Wahl’s website. This approach ensured that every asset was tailored to its intended audience and platform.
Efficient Asset Creation To maximise Wahl’s investment, we created a range of content types during the shoot:
  • 1x Hero Video: Captured the essence of the Peaky Blinders collaboration.
  • 3x Educational Videos: Highlighted product features and benefits.
  • 12x Consideration Product Videos: Showcased Wahl’s range in a way that appealed to gift-buyers.
  • 20x Image Ads: Provided visual assets optimised for social platforms.
Streamlined Approval Process
Our meticulous pre-production and scripting ensured that all assets were approved by the Peaky Blinders licensing team quickly, enabling a timely campaign launch ahead of Father’s Day.

The Execution

Comprehensive Research
We launched the campaign across Wahl’s key platforms, including Facebook, Instagram, YouTube, and their website. Each asset was optimised for the platform’s format and audience, ensuring maximum reach and engagement.
Targeted Social Media Ads
We targeted gift-buyers with paid ads that highlighted the Peaky Blinders collaboration and positioned Wahl’s products as the perfect Father’s Day gift.
Social-First Content Strategy
The campaign assets were designed to be engaging, shareable, and aligned with Peaky Blinders’ iconic branding. From the hero video to the educational clips, every piece of content played a role in driving awareness and conversions.
The Lessons Learned
  • Understand Licensing Requirements
    Working with a major brand like the BBC requires careful planning and precision. By thoroughly understanding the Peaky Blinders branding guidelines, we ensured our content met their high standards, leading to quick approvals.
  • Maximise Efficiency with Versatile Content
    Shooting content in multiple aspect ratios and creating diverse assets (videos, images, educational clips) allowed us to maximise ROI while providing Wahl with a library of content to use across platforms.
  • Preparation Drives Success
    Planning and preparation were key to delivering a campaign that met tight deadlines while maintaining high quality. Every detail, from scripting to production logistics, was carefully managed to ensure smooth execution.
  • Tailor Campaigns for Key Moments
    By focusing the campaign around Father’s Day, we effectively targeted gift-buyers, driving both engagement and sales during a critical sales period.

The Conclusion

The success of Wahl’s Peaky Blinders collaboration demonstrates the power of creative strategy, meticulous planning, and versatile content production. By aligning with Peaky Blinders’ iconic branding and tailoring the campaign for Father’s Day, Knowlton delivered a standout campaign that generated significant ROI, boosted engagement, and elevated Wahl’s brand. This project highlights how creativity, preparation, and collaboration can transform a campaign into a long-term success story.

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