{"id":25215,"date":"2024-06-03T14:26:18","date_gmt":"2024-06-03T19:26:18","guid":{"rendered":"https:\/\/fleishmanhillard.com\/?post_type=work&#038;p=25215"},"modified":"2024-06-03T14:26:19","modified_gmt":"2024-06-03T19:26:19","slug":"back-to-school-influencer-campaign-for-salon-chain","status":"publish","type":"work","link":"https:\/\/fleishmanhillard.com\/work\/back-to-school-influencer-campaign-for-salon-chain\/","title":{"rendered":"Drawing a Crowd for Back-to-School Haircuts"},"content":{"rendered":"\n<div class=\"container cs-content_sidebar sticky-section\"\n     data-section-title=\"The Ask\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\"\n                     data-aos=\"fade-up\">The Ask<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-left-start\">\n        <div class=\"col-md-7 offset-lg-1\">\n                            <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-11\">\n                        <h3 class=\"bold title side-line side-line-before side-line-light\"\n                            data-aos=\"fade-up\">Reinforce Great Clips, the world\u2019s largest salon brand, as the place for back-to-school haircuts. <\/h3>\n                    <\/div>\n                <\/div>\n                                        <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-10\">\n                        <div class=\"content body x-large\"\n                             data-aos=\"fade-up\">Year after year Great Clips makes a push to be the salon families choose for back-to-school haircuts. And year after year they bring more people through the doors. They wanted us to help them keep that momentum going with another impactful integrated campaign.<\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n\n\n        <div class=\"col-md-4 col-lg-3 offset-lg-1 sidebar\" data-aos=\"fade-up\">\n                                                                            <div class=\"sidebar-title body x-large bold\">Expertise Applied<\/div>\n                                        <ul class=\"links\">\n                                                    <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/consumer-brand-marketing\/\" class=\"link small\">Consumer and Brand Marketing<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/creative-strategy-planning\/\" class=\"link small\">Creative, Strategy and Planning<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/media-platforms-storytelling\/\" class=\"link small\">Media, Platforms and Storytelling<\/a>\n                            <\/li>\n                                                <\/ul>\n                    \n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"590\" height=\"89\" data-id=\"21162\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg\" alt=\"\" class=\"wp-image-21162\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg 590w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic-300x45.jpg 300w\" sizes=\"auto, (max-width: 590px) 100vw, 590px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"590\" height=\"89\" data-id=\"21162\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg\" alt=\"\" class=\"wp-image-21162\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg 590w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic-300x45.jpg 300w\" sizes=\"auto, (max-width: 590px) 100vw, 590px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"590\" height=\"89\" data-id=\"21162\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg\" alt=\"\" class=\"wp-image-21162\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic.jpg 590w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GCgraphic-300x45.jpg 300w\" sizes=\"auto, (max-width: 590px) 100vw, 590px\" \/><\/figure>\n<\/figure>\n\n\n\n<div class=\"container-fluid cs-content sticky-section\" data-section-title=\"Our Solution\">\n  <div class=\"container ps-0 pe-0\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">Our Solution<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-lg-start\">\n        <div class=\"col-md-11 col-lg-9 offset-lg-1\">\n            <div class=\"row\">\n                <div class=\"col-md-9 col-lg-12\">\n                                            <h3 class=\"bold title side-line side-line-before side-line-light\" data-aos=\"fade-up\">Make a haircut from Great Clips synonymous with first-day-of-school confidence.\u200b<\/h3>\n                    \n                                            <div class=\"content body x-large\" data-aos=\"fade-up\"><p><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">To headline the campaign, we <a href=\"https:\/\/www.youtube.com\/watch?v=BcBJ29C35oc\">arranged a collaboration<\/a> with someone who knows just how beneficial a boost of\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">confidence can be when he performs: c<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">ount<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@212121,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">ry<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@212121,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">\u00a0music and TikTok star Walker Hayes \u2014 and his kids!\u00a0<\/span><\/span><\/p>\n<p><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">With\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">Walker\u2019s unreleased song <a href=\"https:\/\/www.youtube.com\/shorts\/gT7woVIWu-0\">\u201cHaircut\u201d<\/a>\u00a0as the campaign soundtrack across all content\u00a0\u2014 featuring lyrics like &#8220;there&#8217;s\u00a0<\/span><\/span><span class=\"TextRun SpellingErrorZoomed SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"SCXP240765753 BCX8\">nothin<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">&#8216; fresher than a haircut&#8221; \u2014 we reinforced the message that a haircut from Great Clips leaves you feeling\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">fresh and provides a\u00a0much-needed boost of confidence for the first day of school. &#8220;There&#8217;s\u00a0<\/span><\/span><span class=\"TextRun SpellingErrorZoomed SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"SCXP240765753 BCX8\">nothin<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">&#8216; fresher than a\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@000000,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">haircut from Great Clips&#8221; became\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@212121,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">a rallying cry for parents and\u00a0students alike as they shared their haircuts and\u00a0<\/span><\/span><span class=\"TextRun SCXP240765753 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-scheme-color=\"@212121,,\" data-usefontface=\"true\" data-contrast=\"none\"><span class=\"NormalTextRun SCXP240765753 BCX8\">newfound confidence across social media.<\/span><\/span><\/p>\n<\/div>\n                                        \n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"picture-quote-block_e83913e2768c9dee406c3636062f3c16\" class=\"container-fluid quote-container picture-quote alignfull sticky-section light\"\n     data-section-title=\"\">\n    <div class=\"container\">\n        <div class=\"row row-eq-height\">\n            <div class=\"col-md-6 ps-0 pe-0\">\n                                    <img decoding=\"async\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2022\/05\/GreatClipsBuilding.jpeg\" alt=\"\"\n                         class=\"quote-image\">\n                                            <\/div>\n            <div class=\"col-md-6 quote-content\">\n                <div class=\"row no-gutters justify-content-md-center\">\n                                            <div class=\"col-md-8 align-self-center\"\n                             data-aos=\"fade-up\">\n                            <h4 class=\"quote\">Great Clips experienced a double-digit percent increase in back-to-school season foot traffic for the third year in a row. <\/h4>\n                        <\/div>\n                                                        <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n    \n<div class=\"container-fluid impact sticky-section\" data-section-title=\"The Impact\">\n  <div class=\"container\">\n\n    <div class=\"row justify-content-center\">\n      <div class=\"col-md-8\">\n                    <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">The Impact<\/div>\n                            <h3 class=\"title bold\" data-aos=\"fade-up\">The results topped Great Clips&#8217; charts.<\/h3>\n                            <div class=\"body x-large\" data-aos=\"fade-up\">Unprecedented back-to-school media coverage, social chatter and engagement was generated, including 1.82B earned impressions, 16.3M video views, 6.5M social engagements and 221.8K visits to the annual back-to-school landing page \u2014 all significantly up from the previous year&#8217;s back-to-school campaign. But the real business impact was music to Great Clips&#8217; ears, including a significant increase in year-over-year sales and salon foot traffic. And according to a Morning Consult survey, the brand also saw its favorability increase by 2% during the back-to-school campaign alone \u2014 up 6% total for the year.\u200b<\/div>\n              <\/div>\n    <\/div>\n\n        <div class=\"row justify-content-center numbers\">\n                    <div class=\"col-md-3 animated_number\" data-aos=\"fade-up\">\n                <div id=\"hits\" class=\"bold number-container\"><span class=\"number\">10.5<\/span>%<\/div>\n                <div class=\"body large bold description\">YOY increase in Online Check-In use during the campaign<\/div>\n            <\/div>\n                            <div class=\"col-md-3 offset-md-2 animated_number\" data-aos=\"fade-up\">\n                <div id=\"impressions\" class=\"bold number-container\"><span class=\"number\">1.82<\/span>B+<\/div>\n                <div class=\"body large bold impressions\">total earned media impressions<\/div>\n            <\/div>\n            <\/div>\n    \n    <div class=\"row justify-content-center\">\n                    <\/div>\n\n    <div class=\"row justify-content-center cards-container\">\n      <div class=\"col-md-11 ps-md-0\">\n        <!-- prettier ignore -->\n        <div class=\"row cards\">\n                        \n        <\/div>\n\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/div>\n\n    \n\n    <div class=\"content-fluid related-content-container \"\n         data-section-title=\"\">\n        <div class=\"container\">\n            <div class=\"row justify-content-center\">\n                <div class=\"col-md-11\">\n                                            <div class=\"eyebrow medium bold\"\n                             data-aos=\"fade-up\">Related Content<\/div>\n                                                                <h3 class=\"bold title side-line side-line-before side-line-dark\"\n                            data-aos=\"fade-up\">You might also like<\/h3>\n                                    <\/div>\n            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","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":25216,"parent":0,"menu_order":0,"template":"","class_list":["post-25215","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/fleishmanhillard.com\/wp-json\/wp\/v2\/work\/25215","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fleishmanhillard.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/fleishmanhillard.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fleishmanhillard.com\/wp-json\/wp\/v2\/media\/25216"}],"wp:attachment":[{"href":"https:\/\/fleishmanhillard.com\/wp-json\/wp\/v2\/media?parent=25215"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}