With more people staying home these days, haircut patterns have changed. Additionally, due to health concerns, some people are hesitant to visit all stores, including hair salons. This new normal led our longtime client Sport Clips Haircuts to rethink their messaging strategies.
Due to this challenge, Sport Clips came to the Stone Ward team to find a way to communicate that its stores are open and safe, due to many new practices and procedures put in place. Although their new client count had increased, the overall number of visits to stores had not returned to pre-pandemic levels. The solution to this challenge ultimately became their “Comeback Campaign.”
The Campaign
The new campaign needed to communicate that Sport Clips stores are safe and ready to serve clients again. It was just as important to show that the same great experience their clients have come to expect and love was not only back, but better than ever.
Sport Clips’ new Clean Certified Stylists and the enhanced safety measures featured prominently in the campaign tell the story of safety. The MVP Experience and its various treatments, combined with the brand’s bold visuals and energetic tone communicated a one-of-a-kind experience. This encouraged clients to come enjoy a great haircut while having a relaxing break in their busy day.
The new 30-second, 15-second and 6-second tv spots, running across national media platforms, were shot by Stone Ward’s in-house broadcast production team, 360 Filmworks.
