The Sunday Hair
SUNDAY by PIUS YIU
Hong Kong scalp-care brand · VOGUE HK Best Scalp Care Brand 2026 · Lane Crawford IFC · Celebrity founder Pius Yiu 姚派
The site has no tracking installed at all — no Meta Pixel, no Google Analytics. Right now the brand cannot measure a single visit, sale, or ad result. Every requested service (meta marketing, ad boosting, backend analysis, SEO, IG monitor) depends on fixing this first. Without it, every marketing dollar is spent blind.
The 5 services requested in the brief
Setup required first Ongoing
- Meta marketing — Facebook/Instagram ad campaigns, planned and managed properly
- Ad boosting — boosting posts inside the same campaign system, not random one-off boosts
- Backend analysis — reading the Shopline + ads data to see what sells and why
- SEO — showing up on Google when people search scalp-care / hair-loss topics
- IG monitor — weekly tracking of followers, engagement, and what content works
Why this brand is a great opportunity
What they already have ★
- Award-winning product with VOGUE + BAZAAR recognition
- Celebrity founder — 30 years of hair-industry credibility
- Lane Crawford IFC retail presence + press coverage
- Celebrity supporters: Louis Koo, Gigi Leung, Janice Vidal
- Fast website with clean product data
What they lack ✕
- Almost no audience on IG (444 followers)
- Zero tracking — cannot measure anything
- Zero paid ads history — no data, but also no burned audiences
- SEO invisible — ranks only for its own brand name
- No content engine, no email capture, no reports
Elite brand equity + near-zero digital execution = maximum upside per dollar spent. Everything below is built on data we actually collected from the live site, Meta Ad Library, and search indexes.
Digital Audit — what the data shows
Source: live crawl of thesundayhair.com, Meta Ad Library, Google index, press coverage. Granular IG numbers and Shopline backend need account access.
IG Audit
| Metric | Value | Read |
|---|---|---|
| Followers | ~444 | Tiny vs brand equity |
| Posts | 58 | ~3-6/month since Dec 2025 |
| Content mix | Founder stories, celebrity collabs, award reels, education | Good raw material |
| Website → IG links | None (footer links founder IGs only) | Cross-channel gap |
| Boosting / ads | Never used | Untapped |
| XHS 小红书 | Active (creator store visits) | Separate channel, scale unknown |
Gap: need IG Pro access for likes/comments/saves/demographics before precise benchmarking.
SEO Audit
What's already good ✓
- Sitemap + robots.txt present
- Product schema markup (Product, Offer, Organization)
- Fast site — loads in ~0.37s
- Open Graph tags for sharing
- Strong press coverage exists (Vogue, BAZAAR, MR Grooming)
What's broken / missing ✕
- Page titles are just "首頁" / "Home" — no keywords
- No Google Analytics installed at all
- No language tags — 3 copies of the same content (/, /zh-hant/, /en/)
- No blog / content pages — pure product catalog
- No Google Business Profile for the Lane Crawford pop-up
- No Google Shopping feed
Ads Readiness Audit
Zero Facebook tracking code found on any page. Ads cannot be measured, optimized, or retargeted. This is the #1 blocker — and it is fixable in days via Shopline's built-in integration.
Missing
- Meta Pixel + Conversions API
- Google Analytics 4 measurement
- Any ad history (Meta Ad Library: zero ads ever)
Ready to use
- Shopline native integrations: Pixel, CAPI, catalog feed, Google Ads
- Clean product URLs — catalog ads can start quickly
- Fast landing pages — good conversion baseline
- Fresh creative assets (awards, founder, celebrities)
Zero ad history = greenfield. No burned audiences, no bad data, no need to unlearn anything.
Backend Analysis Readiness
Platform is Shopline — orders, customers, products, and built-in analytics all exist. But backend analysis is only as good as the data flowing in: currently nothing is being tracked, so there is nothing to analyze.
Once tracking is live (week 1-2), reporting becomes: traffic, sales funnel, ad return-on-spend, best-selling products, repeat customers — weekly.
Growth Proposal
Draft for internal review — assumptions flagged, all numbers adjustable.
Non-negotiable setup that makes everything else measurable: Meta Pixel + Conversions API, Google Analytics 4 + Search Console, Shopline catalog feed, Google Business Profile, baseline report.
Service packages
- Content system: 3-4 posts + 4-5 stories/week
- Community management + engagement
- Weekly monitoring report
- Meta campaigns + post boosting
- Backend analysis + weekly ROAS reports
- Creative testing & scaling
- Everything in B + C
- SEO quick wins + content engine
- Monthly strategy review + quarterly rebalance
- One accountable team, one plan
Media budget (HK$15-30K/mo suggested) is paid directly by the client — no markup. Setup fee HK$10,000 applies once.
What each requested service looks like
Meta marketing + Ad boosting
- Month 1: awareness campaigns on award + founder content — find winning creative
- Month 2: retargeting (visitors + product catalog ads) + lookalike audiences
- Month 3+: sales campaigns, scale winners, refresh creatives quarterly
- Every boost is a structured test — no random boosting
Backend analysis
- Weekly: traffic, sales, funnel, ROAS report
- Monthly: product performance + budget reallocation
- Quarterly: full funnel audit + channel rebalancing
SEO
- Quick wins (weeks 2-4): keyword titles, language tags, Google Business Profile, Shopping feed, link press articles back to site
- Content engine (month 2+): scalp-care education in Cantonese — 頭皮 / 脫髮 / 髮質 topics people actually search
IG monitor + growth
- Weekly: followers, engagement rate, saves, profile visits, link clicks
- Targets: 1,500 followers at 90 days, 3,500+ at 180 days, 4-6% engagement
Success targets
- Tracking fully live
- 3 winning ad creatives identified
- IG 1,500+ followers
- ROAS baseline established
- IG 3,500+ followers
- Blended ROAS 2.5-3.5x
- 20 target keywords ranking on Google
- Backend reports running on autopilot
What we need from the brand
- Meta Business Manager + IG/FB admin access
- Shopline backend access
- Google account access (Analytics + Search Console)
- Brand assets + ~30 min founder time per week
- Confirmed media budget + payment terms
Open questions for the brand
- Monthly ad budget range?
- Target markets: HK only, or HK + TW + CN? (site has TWD/CNY + active XHS → suggests wider)
- Who produces content today?
- 3-month minimum contract recommended — setup needs runway to compound
Plain-English Glossary
Every technical term from this audit, explained like you're five. No jargon.
The 5 core terms
Meta Pixel 像素追蹤碼
A tiny invisible piece of code on the website that tells Facebook "someone visited" or "someone bought".
Analogy: a hidden camera in the shop. When a customer walks in or buys, the head office knows. Without it, running ads is like advertising a shop and never knowing who walked in.
Why it matters here: the site has none — so today, every ad would be blind.
CAPI — Conversions API 伺服器端轉換追蹤
A second, more reliable data line from the website's server directly to Facebook — a backup to the Pixel.
Analogy: the shop's cashier also emails a receipt to head office. Even if the hidden camera is blocked, head office still gets the sales record. Browsers increasingly block the "camera", so this backup matters more every year.
GA4 — Google Analytics 4 Google 分析
Google's free analytics tool. Shows who visits the website, where they come from, what they click, and what they buy.
Analogy: the shop's front-door counter + cash register with a full logbook. It answers: "how many people came in, from which street, and who actually bought?"
Why it matters here: it's not installed — the brand has zero data about its own website visitors. This is what makes "backend analysis" possible.
GSC — Google Search Console Google 搜尋控制台
Google's free SEO tool for website owners. Shows which searches show your site, how many clicks you get, and what to fix to rank higher.
Analogy: the phone exchange report — "these are the words people type before they call you, and here's where your listing is weak."
This is where "20 target keywords ranking" in the proposal gets measured.
GBP — Google Business Profile Google 商家檔案
The free business listing on Google Maps and Google Search — name, address, hours, photos, reviews.
Analogy: your shop's official sign on the main street of Google Maps. People searching "scalp care near me" or "Lane Crawford hair" find you.
SUNDAY's Lane Crawford IFC pop-up is a perfect candidate.
Other terms you'll see
ROAS 廣告回報率
Return On Ad Spend — how many dollars of sales each ad dollar brings back. ROAS 3 = every HK$1 of ads → HK$3 of sales. Target here: 2.5-3.5x blended.
Retargeting / DPA 再行銷／動態產品廣告
Showing ads to people who already visited the site but didn't buy — often showing the exact product they looked at. The highest-converting ad type for e-commerce.
Lookalike audience 類似受眾
Facebook finds new people who behave like your existing customers. Needs a seed — which is why Pixel + sales data must exist first.
Hreflang / language tags 語言標記
Tags that tell Google "this is the Chinese version, this is the English version". The site has 3 copies of the same content and no tags — Google gets confused, rankings suffer.
Google Merchant feed Google 商品目錄
A product list sent to Google so products appear in Google Shopping results with price and photo. Free organic visibility + enables Shopping ads.
Engagement rate 互動率
The % of followers who like, comment, or save a post. 4-6% is a healthy target; most small accounts sit at 1-2%. It measures whether content actually connects.
Shopline backend Shopline 後台
The website's admin system — orders, customers, products, and built-in analytics. "Backend analysis" means reading this data (plus ads and Google data) to make decisions.
XHS / 小红书 小紅書
China's lifestyle social platform — big for beauty brands. SUNDAY already runs creator store visits there. Potential extra growth channel for HK/CN audiences.