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Great Clips

Drawing a Crowd for Back-to-School Haircuts

3 min read
OFFICES: Minneapolis-St. Paul, St. Louis and Chicago
Our Solution

Make a haircut from Great Clips synonymous with first-day-of-school confidence.​

To headline the campaign, we arranged a collaboration with someone who knows just how beneficial a boost of confidence can be when he performs: country music and TikTok star Walker Hayes — and his kids! 

With Walker’s unreleased song “Haircut” as the campaign soundtrack across all content — featuring lyrics like “there’s nothin‘ fresher than a haircut” — we reinforced the message that a haircut from Great Clips leaves you feeling fresh and provides a much-needed boost of confidence for the first day of school. “There’s nothin‘ fresher than a haircut from Great Clips” became a rallying cry for parents and students alike as they shared their haircuts and newfound confidence across social media.

Great Clips experienced a double-digit percent increase in back-to-school season foot traffic for the third year in a row.

The Impact

The results topped Great Clips’ charts.

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 — all significantly up from the previous year’s back-to-school campaign. But the real business impact was music to Great Clips’ 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 — up 6% total for the year.​
YOY increase in Online Check-In use during the campaign
total earned media impressions