Bombay Hair had a strong product line and steady ad performance, but the Pro Tools were converting on a narrow slice of who was actually buying.

I made two moves.

First, I developed a new audience angle focused on wig maintenance. I mined the daily friction wig wearers deal with and built the creative around their routines, language, and product-use moments.

Second, I audited the brand’s asset library and found UGC featuring Black women that had not been surfaced to the agency. I requested access and brought those assets into rotation.

The result was a new evergreen angle for the account. Multiple wig care ads scaled to 400+ purchases each across a 3-day promo window, and the angle became evergreen across the brand’s US, Canada, and UK markets.