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Home | What We Do | Soaring to the Top of the Class for Back-to-School Season
Great Clips

Soaring to the Top of the Class for Back-to-School Season

3 min read
OFFICES: Minneapolis-St. Paul and St. Louis
The Ask

Position Great Clips, the world’s largest salon brand, as a time-saving hero for back-to-school haircuts and reinvigorate salon foot traffic.

Back-to-school season is typically one of the busiest times for both Great Clips and consumers caring for school-age kids. So, as in-person learning returned amid the pandemic, Great Clips wanted to remind parents that its Online Check-In offered an easy and efficient way to not only get a haircut for the whole family, but trim the seemingly endless to-do list for back-to-school prep.
Expertise Applied
Our Solution

Create content by families for families to authentically reach and connect with our target.

Nobody understands the hustle of raising children like those living it. So, we concepted and activated a multiphased integrated campaign with trusted and popular influencers — who know all about life with kids — at the center. The Holderness Family rapped about their “Back-to-School Prep” while Tony and Kady Hawk showed off “The World’s Greatest Back-to-School Trick.” Other parent influencers reinforced the narrative by bringing their children to Great Clips, highlighting their convenient experiences, and encouraging others to visit their local salon.

In addition to sharing the content across influencer and owned channels, videos were leveraged for earned media as well as social media buys. Tony Hawk also promoted the video with his daughter and Great Clips Online Check-In during media interviews.

Great Clips experienced a double-digit percentage increase in weekly salon visits compared to the same timeframe the previous year.

The Impact

We gave Great Clips a fresh new look among consumers in the back-to-school shuffle and volumized salon visits.

Our work with Great Clips was the brand’s most successful integrated back-to-school campaign to date with 2.1 million video views, 1.9 million social engagements, and comment after comment from consumers who saw the content and said it inspired them to visit their local Great Clips salon for haircuts. We were not only applauded for establishing genuine partnerships, but also helped increase weekly salon visits in August with Great Clips reporting a double-digit jump year over year and higher-than-normal sales for the back-to-school timeframe.
2.1M
video views
1.2B+
total earned impressions
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