London-based Sassoon Salon — which redefined hair history with the modern bob in 1963, and created iconic styles for Mia Farrow, Goldie Hawn, Cameron Diaz, Helen Mirren, and other film stars — has long been lauded for revolutionizing how people cut, wear, and see hair.
Sassoon’s UK-based marketing team engaged Streetsense to raise the brand’s profile in North America, build the brand’s following in the online space, and engage a new generation of brand advocates through an integrated approach to paid, earned, owned, and shared media. Streetsense deployed a strategic mix of public relations, targeted social media content creation and advertising, and influencer advocacy — led by the cultivation of a custom influencer network and production of several curated activations during New York Fashion Week (NYFW) — to drive brand awareness and loyalty.
Within the first year of a partnership that began in 2015, Streetsense drove 14,000 users to Sassoon’s website, expanded its Facebook network by 38%, secured more than 1,600 new Instagram followers, and reached more than 1.5 million users with social media advertising. Promotional efforts garnered more than 175 editorial placements across 12 media markets and coverage from acclaimed media outlets including Today, Vogue, Self, PopSugar, Women’s Wear Daily, American Salon, Luxury Travel, CBS’s “The Talk,” Elle, and Washingtonian. Streetsense promoted the brand across three NYFWs, secured a live MTV spot, created custom native advertising and video campaigns, and launched and verified several Sassoon Instagram accounts, positioning Sassoon as a national leader in the style segment.