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How to grow a local community within a global strategy, without the luxury of big budgets?
Working with a global brand like ghd comes with prestige, but also with parameters. Global guidelines are tight, visual identities are set and campaign calendars are fixed months in advance. Add to that a limited local/Belgian budget and you’re looking at one big challenge. But hey, we are stepping into our 5th year of partnering with ghd, so we must be doing something right. ;)
How do you build real local relevance and grow a community, without going off-script or over budget?
Here’s how we approached that for ghd in Belgium. 1. We focused on an ‘always-on’ press approachInstead of pushing one big press moment, we created rhythm. Smaller, consistent pulses: seasonal product spotlights, expert commentary and smartly timed hooks that align with beauty trends. This allowed us to stay top-of-mind with key media, without needing to spend big. 2. We used data - not hype - to build our influencer campaignsFor ghd, we don’t believe in throwing expensive products at every profile with a reach. Instead, we work from a clear matrix:Campaign goals (awareness / engagement / conversion) Targeted audience segments Benchmarked fees and deliverables ROI expectations Every collaboration has clear KPIs and is evaluated post-campaign so we know what moves the needle and what doesn’t. It’s not about one viral moment; it’s about steady, strategic relevance. For example, the total reach from our campaigns has already surpassed 5,547,200, demonstrating the scale and impact of our consistent efforts.
3. We embraced constraints as creative directionWhen your budget is tight, every choice matters more. We didn’t try to replicate ghd’s global splash on a local level but we translated it. The result: more focused storytelling, smarter casting and content that fits into the brand’s global strategy and the Belgian context.
4. We built long-term relationships, not one-shot storiesFrom hairstylists to content creators, we prioritize relationships that last. That means setting clear expectations, respecting time and budgets and offering collaborations that align with everyone’s goals.
5. We knew where to say “no”. Not every trend, not every opportunity, not every event needs to be activated. With ghd, we made deliberate choices - where to show up, how to show up and why. That’s how we keep the brand premium, focused and effective.
The result? A strong and growing local community that feels aligned with the global brand — even on a limited budget.
What did it lead to? A wave of 61 media mentions, a staggering 22 million+ people reached, and 88 influencers activated to spread the word. And that’s this year only.
So this year, we’re proud to renew our collaboration with GHD for the fifth time. Five years of building community, elevating voices and translating global ambition into local connection - always with care, creativity and clarity. Because when trust runs deep, results follow.
“Marnix & Ally has been a highly valuable partner, supporting ghd since the launch of the brand in the Belgium market 5 years ago. With strong network in the beauty industry and a committed team, they contribute every day to the success of ghd awareness in the market”
— Sophie Reynard, Head of 360 Engagement,
ghd France and Benelux
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Services for GHD: PR, influencer marketing, press seeding, event, community, press releases, multibrand mailers.
We don’t just do PR — we create brand love.Marnix and Ally is a creative pr agency based in Antwerp. We help brands grow by building real connections through strategy, storytelling, content and community building. Want to know how we could do the same for your brand? Get in touch info@marnixandally.com. ▲We’re happy to show you what focus (and a little flair) can do. Stay connected with us on Instagram and LinkedIn.
