The Barber In A Box campaign, by Schwarzkopf Professional, was specifically focused on the art of men's grooming, and was an integrated online initiative with an omnichannel presence. This campaign created waves within the notoriously serious and formal professional hair care industry by using slapstick humor as the main focus in order to specifically target the male demographic. The story of Barber In A Box begins with 2 online viral videos, positioning Matty Conrad, a tastemaker among his peers, as the "Most Interesting Man in the World" meets Ron Burgundy. These videos currently have over 100,000 views each, and were promoted through highly targeted Facebook & YouTube advertising. This content and messaging was delivered to consumers and stylists through a variety of channels and media including social, search, email, display, video, print, & in-store; with each channel working together to create a sales funnel; driving all traffic back to a single landing page where the conversions took place. This campaign was also amplified through extensive cross-platform social media marketing on Facebook, Twitter, & Instagram. In addition to these digital efforts was a strong omnichannel presence, with themed merchandising, shelf talkers, & in-store displays. Once the consumer had the product in-hand, Schwarzkopf kept the digital engagement going through QR codes that lead to additional educational videos for the stylists who had purchased the product. This all-encompassing campaign deserves to win due to it's highly engaging content, success amongst salon professionals, and overall virality.
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