When Drybar, a national blow dry bar, opened a shop in Oklahoma City’s upscale Classen Curve—its first Oklahoma location—the brand wanted to make a splash in the market and enlisted Candor’s help to raise awareness with a limited budget.
Planning & execution
Discussions with the client’s national marketing team revealed the company successfully built brand awareness in other markets by engaging influencers and local media.
Candor offered local influencers an exclusive opportunity to be the first in OKC to experience a Drybar blow out. Participants were offered a free sample appointment for the service of their choice as a way to share their authentic experience with followers. After their appointments, they were given free hair products to take home to encourage additional posts.
Seventy influencers ages 25 to 35 were selected to impact women ages 18 to 60. The group was strategically designed to activate frequent, high-quality posters who could reach the greatest number of people with the most value to our client. Our decisions regarding who to include were based on past partnerships, follower counts and post engagements.
Drybar asked Candor to bring at least 15 influencers to its salon. Candor beat the goal by 40%. Combined, the influencers boasted more than 371,000 followers, and they posted 25 times across the web and various social networks. With zero spending on traditional or social media advertising, Candor made thousands of women in the targeted age group aware Drybar is a new option when preparing for a big event or just wanting to look their best.