Insight:
Through relevant research and the discovery process, we uncovered a unique truth in the affordable haircare category – consumers choose their salon based on more than just price. Personal connections are the basis for choosing their service destination.
Through relevant research and the discovery process, we uncovered a unique truth in the affordable haircare category – consumers choose their salon based on more than just price. Personal connections are the basis for choosing their service destination.
Idea:
We develop a campaign that centred on the idea of being a part of a community, a place where you know you'll always be welcome and they'll always know what your are looking for, because at First Choice Haircutters You Belong Here.
We develop a campaign that centred on the idea of being a part of a community, a place where you know you'll always be welcome and they'll always know what your are looking for, because at First Choice Haircutters You Belong Here.
Approach:
We developed two phases to the campaign that allowed us to showcase how the brand promise of community, comfort and quality from the POV of consumers as well as the POV of the people behind the brand – the stylists. Videos were run through a broadcast as well as on social and YouTube pre-roll. The campaign was also supported by digital and social placements.
We developed two phases to the campaign that allowed us to showcase how the brand promise of community, comfort and quality from the POV of consumers as well as the POV of the people behind the brand – the stylists. Videos were run through a broadcast as well as on social and YouTube pre-roll. The campaign was also supported by digital and social placements.
Role: Associate Creative Director
