European Wax Center wanted college students across the U.S. to take a bold fall adventure with their beauty to prepare for classes as the Fall semester ramped that year. We provided the client with a strategy that leveraged two college-focused brands, Her Campus and PopSugar. Her Campus enlisted 50 beauty bloggers at major colleges across the U.S. and key European Wax Center markets to tell their bold fall adventures. Given Her Campus' relationship with the schools, we activated their on-campus presence to provide coupons to students and host events.
Based on the quality of the story being told in their content, the client selected four finalist bloggers for consumers to vote for on POPSUGAR.com. The finalists were entered for a chance to win a trip to L.A., meet Kirbie Johnson (senior reporter/host at POPSUGAR Beauty), and hang out with the beauty team to get a taste of their dream career. These finalists took to their campuses, social media handles, and blogs to get friends, family, and fans to vote for them.
The European Wax Centers across the college campuses we targeted reported a traffic increase during our campaign. From our campaign, we saw a significant ROI. The campaign broke records for branded content engagement for Her Campus, and most of the bloggers involved indicated that this was one of the most fun & well-thought campaigns that they had ever been apart of, wanting to work with the brand again!
Check out the winner's blog post here.