MAMAWEST

So, after we took over the website design for MAMAWEST, things got really exciting. I mean, we were diving into this project with so much passion because, let’s be honest, Sheridan’s vision was just so bold and inspiring. We wanted the site to not only look incredible but also work like a charm—something that really captured that fearless vibe MAMAWEST is all about. We also only had 6 weeks to turn it around. I personally have been on tighter timelines so the team and I knew we would take the iterative approach. This is really something that you learn from enterprise and corporate. A lot of agencies will work on the project A to C and then deliver on D. But I truly believe that the road to perfection is paved by iteration. So we delivered A. Then we delivered B. Then we delivered C. Finally wrapping with D. This way, we always had something to go public with as we were so hinged on the build development.

Once the site was live, we shifted gears into lead generation, and that’s where the magic happened. We rolled out some targeted campaigns that really hit home with Sheridan’s audience. Now, here’s where the numbers come in. We talk about something called ROAS, which stands for Return on Ad Spend. Basically, for every dollar we spent on ads, we got two dollars back in sales—that’s what we mean by doubling our ROAS. But even more exciting than that, we saw our customers spending way more over time. Their average spend actually increased five times what it was before.

It wasn’t just about driving traffic, though. We were all about building a community around MAMAWEST—one that’s engaged, loyal, and totally in sync with the brand. From tweaking SEO to nailing social media and paid ads, everything we did was about lifting MAMAWEST to where it deserves to be. And honestly, seeing those results was just the cherry on top of an already amazing journey we’ve had with Sheridan and her team. We wrapped it all up with the launch party in August 2024 which was a full circle journey moment, and it was so magical to see Sheridans vision in real life.

At MAMAWEST, the journey from ideation to execution of campaign planning was always planned to be transformative. Our collaboration began with an understanding of Sheridan’s bold vision for her brand and its deep connection with her audience. Sure, campaign planning was about putting bums in seats, but it was also about changing the perception of vivid colour usage in hair, and making it premium. To achieve this, we crafted a comprehensive 12-month marketing roadmap that aligned with her vision, bringing every touchpoint to life and aligning it to look and feel luxury.

One of the key elements of our approach was the iterative process. Understanding the fast-paced nature of fashion and beauty, we broke the campaigns into several smaller phases, ensuring we could pivot and adapt strategies based on real-time insights. This allowed us to keep MAMAWEST’s marketing dynamic and responsive to its ever-evolving customer base. The campaign, “Shades Too Bold To Fade,” was a significant highlight. This isn’t just a slogan—it captures the movement of Sheridan and MAMAWEST. The campaign embraced MAMAWEST’s fearlessness in colour and style, which appealed directly to customers who viewed their hair as an expression of their individuality.

We also focused heavily on ROAS (Return on Ad Spend). With every dollar spent, we monitored our return closely, tweaking ad placements and strategies to ensure maximum engagement. Over time, our refined strategy doubled the return on ad spend, driving not only a high volume of sales but also increasing customer lifetime value. The average client spend grew fivefold—a testament to the value created by nurturing and fostering a community around MAMAWEST, where customers didn’t just make a purchase, they became part of a bold, fearless brand experience. In addition to paid media, our organic growth tactics, from SEO tweaks to social media engagement, helped amplify these efforts, making every dollar work harder. In just a few short months, the database alone grew by 500.

Seeing the success of the paid media and lead generation efforts, while engaging loyal customers and converting new ones, solidified MAMAWEST as a force within the premium beauty space.

One of the most exciting elements of our work with MAMAWEST was transforming vivid, vibrant colours into something that felt premium, and really, the next phase of MAMAWEST. Traditionally, bold hair colours are viewed as edgy or even rebellious, but our goal was to show that vivid colours can also be positioned as luxury. I mean, honestly, just look at fashion houses Dior, Bottega, Canali, Moschino, they all create vivid statement pieces and hair should be no different. The key to this transformation was in how we approached the digital representation of these colours, using both editorial and commercial techniques to shift perceptions and reach a wider audience in the campaign.

We began with competition photos and highly editorial imagery that embodied the fearless attitude of MAMAWEST. These images were bold, with an emphasis on high contrast and strong, vibrant hues. However, to elevate these colours digitally, we curated each campaign visual to strike a balance between the intensity of the colours and a sense of attainment for your every day client. One of the most effective techniques was incorporating negative space within the imagery. This gave the vibrant shades room to breathe, allowing them to stand out without overwhelming the viewer. This later become the core adoption of the website aesthetic. The use of negative space was critical in making vivid colours feel less chaotic and more polished, creating a sense of high-end, loud luxury.

When we translated this imagery into commercial campaigns, we ensured that the colours remained the hero of the story. The “Shades Too Bold To Fade” campaign is an excellent example of how we blended vivid, fearless colours with urban street style. MAMAWEST has commercialised the bold colours in a way that felt accessible yet exclusive, attracting clients who wanted to experiment with colour but also craved sophistication. Each campaign proposed utilised a combination of editorial-style imagery with more approachable looks, ensuring that while the colour remained daring, it was also wearable and aspirational.

In the end, the vivid colours of MAMAWEST weren’t just a feature—they became the brand’s signature. We successfully transformed vivid colours from bold statements into premium fashion, merging high art with commercial appeal. Through our digital strategy, we positioned MAMAWEST as the go-to for clients looking to combine creativity and quality, making vivid colours not just edgy, but the epitome of premium beauty.