Client | European Wax Center
Hotline Ping
Team
Creative Director – Kelley Doris
Art Director – Dylan Bobier
Associate Strategy Director – Kathryn Nixon
Account Manager – Lauren McDole
When COVID-19 hit, waxing salons nationwide were forced to shut their doors.
For European Wax Center, this meant not only an obvious drop in revenue, but also the genuine threat of losing their clients to DIY hair removal for good. EWC clients, in turn, weren’t able to rely on their regular wax routine. They’d lost more than a beauty care regimen (and a sense of normalcy). They’d lost access to the expertise of EWC’s staff.
We created a way for EWC to engage with clients via social media in their time of need.
Introducing
How We Started
As we started to work on the client ask – create a way for EWC to engage with guests during the lockdown – we broke out our approach to 3 phases.
Phase 1
Ask Us (1x a Month)
Reach out to EWC followers asking what their hottest waxing questions were.
Phase 2
Introductions & Answers (4-8x a Month)
Fasting following our initial post we began to answer the questions asked and introduce our corporate estheticians.
Phase 3
Evergreen Content (Long term)
Using the most popular topics from our initial phases and building from there, we can create ongoing tutorials and other content that can live on various channels.
Concepting It
Once our approach was solidified we began creating what our over arching concept for the program would be. We landed on three distinction territories that each amplified a different aspect of the brand and the spirit of the program.
Smooth Talks
Concept one emphasizes what EWC is all about, revealing beautiful skin. Visually utilizing the wax pattern in a new way, making it feel like the beautiful skin we leave behind.
EWConfide
Concept two was all about the connection guests had with their estheticians, playing up the idea that they are not just a service provider but an emotional support.
Hotline Ping
Concept three was centred around making this program native to social media. A play on Drakes Hotline Bling, Hotline Ping was meant to feel like a guest could always reach us.
Initial Design Exploration
While concepting all three of our creative territories we created various visual explorations per territory. Here are examples of the different visual explorations for the final concept Hotline Ping.
Results
After landing on our final concept we worked with the EWC corporate esthetcians and our studio [Wander] to create long form video content answering some of the 300 ‘pings’ we recieved from guests via social media.
+162%
Instagram Engagement (week over week)
+398%
Instagram Story Engagement (month over month)
890K
Total Impressions