Situation: Hair Cuttery was perceived as an average salon offering average haircuts. Consumers were unaware the salon also specialized in color services—a key business priority for the company.
Insight: The core consumer has a deep desire to stay stylish and on trend, without paying an arm and a leg.
Idea: Fast Fashion for Your Hair. In a market saturated with cookie-cutter advertising, we launched a disruptive campaign with scroll-stopping messages, featuring trending hairstyles, vibrant colors and catchy copy — prompting people to ask, “That’s Hair Cuttery?” We blanketed DC and Chicago with wild postings, building buzz and awareness.
And for the campaign’s centerpiece, we launched the “Change It Up Pop Up” in DC—the first-ever interactive pop-up hair styling exhibit. This immersive, Instagrammable experience showcased our new ‘Change It Up’ campaign and highlighted Hair Cuttery’s latest line of hair color.
Results: Secured earned media coverage valued at over $250,000.
More than 250 VIP guests attended, collectively reaching an audience of 600,000 on IG.
Attracted over 3,000 attendees who registered their emails, via our pop-up iPads, in just five days.
Salon traffic increased by 2% during launch week, marking the first positive gain in key regions in quite some time.
Role: Co-writer l Creative Director
