ALTERNA
After 25 years in the market, ALTERNA needed to distinguish itself in an oversaturated hair care category and connect with more diverse audiences. As part of Henkel's beauty portfolio, the brand had strong product credentials but required a sharper social narrative and more precise audience strategy. The goal was to expand awareness while translating product education into meaningful traffic for retail partners.
Social House explored audience segments across beauty, lifestyle, shopping, health, and fashion, then connected unmet needs with the most relevant product stories. Expanded psychographic targeting, retail intent signals, and tailored creative positioned ALTERNA within consumers' everyday routines. Messaging addressed specific hair needs while educating audiences on the brand's all natural, vegan, and organic product positioning. The strategy linked audience discovery, creative relevance, and media performance to generate efficient traffic at significant scale.
50M+ POTENTIAL CUSTOMERS REACHED
Precision targeting introduced the brand to more than 50 million potential new customers.
144M IMPRESSIONS
The program generated 144 million impressions and 4 million completed video views.
4.4M CLICKS
Campaigns delivered 4.4 million clicks at a $0.16 CPC and a 4% CTR, both reported above category benchmarks.
