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.
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.
- 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