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Retail

She’s Happy Hair

OVERVIEW:

Growing from one store to seven in the space of five years is an impressive accomplishment for any entrepreneur. The owner of She’s Happy Hair, based in Houston, TX, made that happen with a smart business plan that included targeted multi-screen marketing with Comcast Spotlight. Today, the business serves customers at retail locations in three states, and from literally anywhere through its website. STRATEGY: She’s Happy Hair offers hair extensions, and seeks to reach an audience of African-American women. Working with Comcast Spotlight, the store included a mix of networks like BET, Bravo, OWN, TVOne, VH1 and WE tv, with placements in such popular shows as Bravo’s Real Housewives franchise, OWN’s The Haves and the Have Nots and VH1’s Love & Hip Hop.  Digital marketing included a mix of static banners, in-banner video and pre-roll video advertising on Xfinity.com. The store’s commercials showcased a local recording artist who created a  hip-hop song and jingle used throughout the campaign, helping to make She’s Happy Hair a household name in its Houston home base.

SUCCESS:

Over several years of advertising with Comcast Spotlight, She’s Happy Hair has doubled to tripled annual sales. The business has also expanded from its original single location to multiple Houston outlets, as well as stores in Dallas, Detroit and Mobile, AL.