DpHue Built an IRL Experience to Grow Digital Engagement

Hair-color specialist brand DpHue has found a way to create in-real-life experiences that translate to digital engagement. The brand, started by Donna Pohlad in Minneapolis, Minn., as a way to keep hair color fresh in between professional salon visits, has leveraged the influence and celebrity following of cofounder and colorist Justin Anderson in order to further its digital presence. With Anderson, DpHue has created an invite-only color experience called DpHue House, Mark Ferdman, DpHue’s chief marketing officer explained. Anderson, who provides color services to celebrities like Jennifer Aniston, Miley Cyrus, Margot Robbie and Charlize Theron, invites clients to the DpHue-branded house for private color services, which has resulted in a big influx of celebrity and influencer posts on social media. The idea came to Ferdman and the DpHue team after watching Katy Perry tweet about Anderson’s color services without mentioning DpHue. “He is a well-known educator in the hair-color industry…we knew we had an easy way to reach that community,” Ferdman said. “Knowing this is who Justin was, and he had this clientele around him, and thinking about this strategy, one day I saw this image from Katy Perry…she was tweeting was that she was sitting in the chair with Justin in Chris McMillan’s

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