San Francisco-based Madison Reed, a prestigious brand delivering affordable, salon-quality hair color in at-home DIY kits, hired SPM to introduce its new brick-and-mortar brand extension, Color Bar, to five local markets throughout Texas and drive consumer traffic to the new concept.
SPM combined traditional grand opening tactics with a thoughtful consumer education campaign. Partnering with hyperlocal publications, SPM hosted grand opening events that drew audiences aligned with Madison Reed’s core demographic, driving appointments and product sales in each market. Additionally, SPM enlisted local on-air personalities to serve as brand ambassadors/influencers to share the “un-salon” brand differentiators.
18 key market media hits 50+ pieces of influencer content 12% average engagement rate