Stylish video buying promotes hairdressing as a career-choice
500% increase in website visits
Challenge
To get 16-21 school leavers who see a job in hairdressing as a fallback option begin to recognise that such a career can mean more than just cutting hair…
It can mean being a business owner, a designer, a team leader and more.
Insight
Many of Gen Zs about to enter the workforce are fearful of their parents’ careers - dutiful and grey BUT not at the expense of ambition.
The role of comms was to build an association of ‘fun’ for a career in Hairdressing.
Solution
We didn’t sponsor E4’s The Big Blow Out but shrewd media buying positioned The Industry 1st in break for every episode, delivering the associative ‘sponsor’s rub off’.
YouTube sequentially messaged young people to show off different sides of the career, reaching VTRs of 65% (double the platform’s average).
What the client said:
“Palace Project listened to us, understood our goals and delivered a campaign that was not only bold, clever and bang on budget, but that also delivered results that were way beyond our expectations (and even their forecasts!)
Catherine Handcock (MD, Alfol Ltd.) & Jenny Brooks (CEO, The Hair Industry CIC)
The Hair Industry - ‘Not Just A Hairdresser’ (credit: Tom Gorst Film)
