Objective:
To successfully launch the CONAIR EVENCUT and the Infiniti 3Q Hairdryer to the Canadian public through targeted media placements, social media buzz and influencer seeding, with a focus on back to school and Holiday Gift guide timing.
The Challenge:
A competitive landscape and short timeline to execute multiple events – 3 large scale media events in July of 2014.
Strategy:
Create three distinct event experiences for the Canadian Media that would make each of the product launches stand out and earn compelling press placements.
Event One saw a Men’s Night In concept brought to life at the legendary Hockey Hall of Fame. Guests were treated to onsite product demonstrations including hair trims and a main stage performance by Director of Education Andre Sampson to add to the ambience, Brill sourced and executed male centric activities such as tequila tastings cigar rolling and shoe shines for the guests to enjoy. A twitter chat with Conair’s Director of Education was also incorporated. The event saw Toronto Argonauts, Olympians, Television personalities and top media in attendance.
Event Two dubbed “Evolution to Revolution” saw a brand retrospective unveiled at the Royal Ontario Museum with a custom, curated archival exhibit of CONAIR hairdryers dating back to the early 1960s. The setting was the perfect backdrop to unveil the 3Q Hairdryer, a revolution in hair tool technology to the Canadian Media. The event was broken down into two phases – the first saw print editors be the first to preview the 3Q dryer through a dynamic presentation by Director of Education Andrea Sampson while phase two saw digital editors, bloggers and notables be treated to an evening cocktail event complete with blow-out bars, a presentation, photo booth and retrospective.
Event Three saw CONAIR showcase their vast product assortment at the annual Brill Communications Home for the Holidays preview. CONAIR was given a master bedroom and adjoining bathroom in the 4,000 sq ft penthouse location and outfitted the space to with a variety of CONAIR product including children, travel, beauty and home. This event was replicated in Montreal to reach the Quebec media as well.
The Result:
Earned over 18,259,413 impressions to date. Top press included broadcast placements on Breakfast Television, The Morning Show and The Social and a 1 page feature story in the English and French editions of Lou Lou Magazine. Additionally the brand enjoyed profiles on Thekit.ca, inclusion in hair trend reports, gift guides, and countless “best product” mentions.
