Showr Head + · Spec work · Not commissioned by Hello Klean
Brand overview
Hello Klean is a beauty and wellness brand making filtered shower heads and hair/body care products that reduce the effects of hard water. Their unique mechanism is HydroTrack technology, which tracks real water usage and tells you exactly when your filter needs replacing, paired with filtration targeted at chlorine, heavy metals, and limescale.
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Watch this quick Loom first so I can walk you through my spec work for Hello Klean.
https://www.loom.com/share/de4bcf05236b4e8d973072d3e26784b5
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A self-initiated creative strategy project for Hello Klean, a real DTC beauty brand, built to show how I think and create ads.
[https://docs.google.com/spreadsheets/d/1HVJryEIOttfZPxuaeNC8Jt3dvW7P1478LYQAery57QI/edit?usp=sharing](https://docs.google.com/spreadsheets/d/1HVJryEIOttfZPxuaeNC8Jt3dvW7P1478LYQAery57QI/preview?usp=sharing)
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The gap I found
Hello Klean's existing ads are almost entirely MOFU and BOFU, testimonials and proof-style content aimed at people already close to buying. No brand selling the same product i doing TOFU content for textured hair specifically, even though it's one of the segments with the most urgent, specific version of this pain point (hair care - check some of the screenshots below). That gap is why I built this audience and this ad around it.
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Why this hook
I tested six hook options before picking "who's gonna tell her the constant dry hair and repelling of water is not just hair porosity." It works because it contradicts something the audience already believes, porosity is the go-to explanation in almost every curly/coily hair conversation, and borrows a proven meme format that reads as a friend letting you in on something, not an ad talking at you.
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