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2019

Untie the Knot

Client
Conair
Services
Creative Strategy
Media Relations
Influencer Marketing
Experiential & Events

454M+

media and social impressions

50%

above sales projections for Target nationwide in launch month

The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief

Conair, the small appliances, personal care and beauty products titan, was revving up for the launch of its newest haircare innovation - The Knot Dr. Detangling Brush. The client required a buzz-building moment that would drive earned media coverage, social engagement, content gathering and a drive to retail. The challenge? Detangling brushes aren’t necessarily new and capturing the attention of beauty editors - recipients of frequent extravagant packages - with a $7 drug-store hair brush. What would happen if we threw tradition to the wind and committed to some wacky world-building?

How we did it

We played into the fact it was wedding season, and spun the ubiquitous wedding phrase, “tie the knot,” to throw a faux-wedding in which we ceremoniously Untied the Knot using The Knot Dr. This media, influencer and VIP event - a fully produced wedding, including ceremony, cocktail hour and reception - served as the campaign kick-off.


We casted supermodel Nina Agdal and her hairstylist, DJ Quintero as our “couple” and hosted the celebration at The Empire Hotel Rooftop. The faux wedding was officiated by personalities Sara and Erin Foster, whose knack for comedy and ad-libbing helped keep the audience glued to this zainy production.

Highlights

Through elements of live theater and custom production, we fully committed to the idea, ultimately capturing editor and influencer attendees' attention, securing both immediate buzz and impactful placement, as well as longer term relationship building for coverage down the road.

Total media and social impressions through the launch event garnered over 454MM impressions. Following the launch, The Knot Dr. was the top selling brush at Riteaid nationwide and was 50% above projections for Target nationwide in its launch month. (Data provided by brand).

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