The challenge
Most Indian curlies either don’t know where to begin their routine or stick to a single product. XO Curls wanted to change that — moving from “just another haircare brand” to being the go-to curl authority in India.
Growth Strategy
The brand needed to educate, engage, and convert a niche audience that was under-served and often misunderstood. Our task was to build trust, drive discovery, and position XO as India’s go-to curl therapy brand through SEO, geo-targeting, blogs, and email marketing.
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Scaling OrganicGrowth
We structured blogs around high-intent, AI optimised, curl-specific search queries with SEO-friendly titles, clear subheadings, and internal links. The content was informative yet conversational, designed to educate users, improve discovery, and guide them toward product action.
Impact
By combining SEO with geo-targeted content and interactive, mobile-first emailers, engaging instagram ads, we transformed customer engagement, elevating click-through rates from just 0.5% to 53%. This mix of content, targeting, and design not only expanded visibility but also connected XO Curls with the right audience, enabling growth that was both measurable and meaningful.
Upload Digital brought our vision to life, beautifully and seamlessly. They didn’t just design visuals; they translated complex data into stories people could actually understand. We couldn’t have asked for a better creative partner.
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