As the media-buying agency behind such hair product hits as Hot Buns, Hairagami, Topsy Tail and Snap N’ Go, Diray used their industry knowledge and marketplace experience to supplement InStyler’s long-form advertising with :120 and :60 lengths as well as URL-only :30 and :15 spots. Diray ran highly demographic-targeted female media across a wide range of networks in day and primetime, broadening overall viewership from the more limited overnight and early-morning long-form schedules. Additionally, Diray strategized with the client to push media in the weeks leading up to female-specific holidays like Mother’s Day and during Christmas gift-giving season to maximize sales on TV and at retail.
Subsequent to the success of the Original InStyler, several additional products were launched, notably InStyler Max, Tulip by InStyler and InStyler Wet 2 Dry, all supported by short-form DRTV.