Hair-loss solution Hair Club claims to have a 30:1 ROI after using mobile to entrench its brand into the digital world.

Hair Club recently began working with Google to beef up its mobile advertising strategy and drive sales of is product. The company worked with agency Integrated Media Solutions on this initiative.

?Mobile is a great compliment to our existing presence in television and online search,? said Darryll Porter, CEO/president of Hair Club, Boca Raton, FL. 

?We were seeing an increasing amount of traffic to our main Web site from mobile devices and wanted to provide our users with a richer experience that was suitable to the device they were searching on,? he said.

Hair Club sells hair regrowth products with a target demographic of males 25 years and older and women 35 years and older.

Hair Club optimized its mobile site and added specific search keywords to promote its services to mobile consumers.

The company claims that 30 percent of traffic to its Web site comes from consumers seeing television commercials for Hair Club products. 

With the continued tie between television-watching habits and mobile usage, Hair Club decided to make mobile a priority. 

The goal behind Hair Club?s mobile effort was to drive consumers to bricks-and-mortar stores across the United States.

Since the company rolled out its mobile strategy, it found that six percent of its sales come via mobile.

In particular, Hair Club began using call-only display ads in June 2011 that are targeted on specific mobile sites that let consumers contact the company directly for more information. 

Hair Loss claims that by using its call ads, the cost-per-click is 72 percent lower than mobile search.

Hair Loss? mobile efforts are aimed at driving in-store traffic, making mobile Web a channel for the company to bring its digital efforts together with location.

The main purpose of the company?s mobile site - http://m.hairclub.com - is to get consumers to call the company?s phone number to find out more information.

Additionally, the Hair Loss case study is an example of how a company can dabble in mobile without using tons of bells and whistles.

By making the click-to-call feature prominent on the top of the page, it helps consumers automatically speak to a representative from the company after learning about the company?s services. 

?We have found that our clients are searching for information about hair loss and delivering content on a mobile site seemed like the logical first step to providing that,? Mr. Porter said.

?Our primary target of men aged 25 and older are not only in the early stages of hair loss, but they are also heavy technology users - it was a natural fit,? he said.