Supercuts, one of the country’s largest and most iconic salon brands, unveils the second wave of its multifaceted new marketing campaign today. The campaign, dubbed “Rock the Cut,” is back for more with Chicago indie band Gold Motel and rising country super star Laura Bell Bundy. Advertisements featuring each act debuted nationally this month and continue to be supported by Supercuts’ wildly successful Artist Ambassador program – an online community of over 1000 emerging bands and their now 6.4 million loyal fans – as part of its larger word of mouth social marketing campaign.
“Our Rock the Cut campaign has exceeded everyone’s expectations, so much so that plans are already underway for a new set of featured artists for Supercuts in 2013,” says Janelle Schulenberg, Brand Director, Supercuts. “One of the most exciting elements has been the overwhelmingly positive response from consumers. The level of involvement and support on our social media sites, and what stylists are hearing in store from their customers, is unparalleled to anything the brand has experienced to date.”
When “Rock the Cut” originally launched in the Spring of 2012, it was a completely new approach for Supercuts. The documentary-style television spots feature unscripted interviews of artists across genres while they get their hair cut and styled by Supercuts stylists, then go on to rehearse, perform and attend photo and video shoots.
“The move to featuring musicians was a bold one for Supercuts, and it has paid off,” says Chris Laubach, Creative Director at Supercuts’ advertising agency partner, Element 79. “It was designed to be a totally integrated campaign right from the start with a brand and music presence not only through mainstream media such as TV, radio and digital but also incorporated through the Supercuts’ Facebook and Twitter pages, at events and in-store. It resonated with customers immediately and grabbed them in whatever mediums were already meaningful to them.”
In this second wave of advertising, Supercuts customers and music fans will continue to have access to new releases for free from the four featured campaign artists – Chicago indie band Gold Motel and country artist Laura Bell Bundy, rockers Vintage Trouble and electronic dance music DJ Ken Loi – via a customized music and discovery page (http://rockthecut.supercuts.com/). Fans will also have the opportunity to discover new music from the now thousands of independent artists selected for the artist ambassador program on Supercuts’ web site (or some wording that tells me where to find the artists.)
Additionally, Supercuts has a year-long iHeart Radio partnership with four custom digital radio stations (I’d add in that these are broadcast throughout Supercuts stores and the reaction so far from customers.) Rock the Cut encompasses TV, radio, print, interactive digital, in-store and promotions. All four featured campaign artists continue to serve as social media brand ambassadors through digital channels such as Facebook, Twitter, Tumblr, Foursquare and Pinterest. The campaign also concluded a concert promotion through Live Nation in July and was a key sponsor at this summer’s X Games. For behind the scenes footage, “Rock the Box” music videos, and free downloads visit www.supercuts.com/music. To get the latest on the “Rock the Cut” campaign visit www.Facebook.com/Supercuts.
About Supercuts
Supercuts salons are owned and franchised by Regis Corporation (NYSE:RGS), the beauty industry’s global leader in beauty salons, hair restoration centers and cosmetology education. Supercuts is a salon industry leader in haircare services, with over 33 million customer visits per year for haircutting, styling and related product needs. Supercuts primarily targets male customers who want a current look at an affordable price. Their professional staff and full line of professional haircare products offer clients the best product choices for their hair type and style, encouraging repeat business. For additional information about Supercuts, visit Supercuts.com. For more information about Regis Corporation, please visit RegisCorp.com.
The “Rock the Cut” campaign was jointly developed by Supercuts and its partners:
• Element 79 Partners/Chicago – www.element79.com
• GMR Marketing/Milwaukee – www.gmrmarketing.com
• Zócalo Group/Chicago – www.zocalogroup.com
• Hill Holliday/New York – www.hhcc.com
