Supercuts: #SquadGoals

The Challenge

To launch the new Supercuts collection to its target audience – namely post-millennial, Generation Z consumers who grew up with social media as a major part of their lives and consume their media almost exclusively online.

 

The Idea

With millennials favouring Instagram above any other channel, we looked at trends among the platform’s younger audiences. #SquadGoals was a clear winner with more than 3.5 million posts. So, we teamed up with TIGI to launch a search for the UK’s best squad. Consumers could enter by posting a photo of them and their friends, tagging @SupercutsUK and using #SquadGoals.

 

The Results

  • We delivered 140 pieces of earned coverage – 600% above target – giving us a reach of more than two million
  • 52 micro-influencers attended Supercuts #SquadGoals events across the UK
  • This resulted in 187 influencer posts about the campaign, 835% above target
  • Google searches for Supercuts spiked two days after the campaign launched