Get Threaded approached Ignite PR in April 2013 to assist with the opening of its brand new Sydney CBD salon. Our mission was twofold: to create consumer buzz and excitement around the opening, and to tell the wider Get Threaded success story to business and franchise media in order to attract potential franchisees.
Ignite PR devised a strategic activity plan to encourage media to attend the ‘official’ opening of the salon. This was supported by a rigorous consumer and corporate media relations campaign to raise the profile of Get Threaded among potential customer, prospective franchisees and stakeholders.
Our corporate profiling campaign focused on bringing the Get Threaded story to life using founder, Liz, See, to talk about her vision and passion for threading in Australia.
We were subsequently engaged to support the opening of two further Get Threaded salons and continue to work with the brand to support their snowballing growth across the country.
The campaign resulted in coverage across the board including the Australian Financial Review, the Courier-Mail, the Sydney Morning Herald, Yahoo! Lifestyle, Body+Soul, Marie Claire, Franchising and Professional Beauty with a total reach of more than six million.
In addition, we generated a number of Tweets and Facebook ‘Likes’, helped turn Liz into a prolific media spokesperson for the beauty franchise industry and drove custom into each of the new stores.