Drybar, a salon providing blowout hair services, employed Serendipit Consulting to promote the business’ newest salon, Drybar Gilbert at SanTan Village. Assisting with the production and promotion of the grand opening, Serendipit Consulting successfully planned and executed the event, securing ten local media placements over the course of one month and had more than 30 social influencers in attendance. Features of the event included the opportunity for guests to sign up for Drybar’s pre-sale membership, showcasing the new Drybar facility and encouraging customer engagement. Throughout the event timeline, Serendipit was able to secure consistent coverage for Drybar that exceeded their expectations and PR objectives.

Challenge & Opportunities

Serendipit secured one TV and multiple print and online placements highlighting the salon’s newest location and the services offered. Drybar’s influence and ability to speak on behalf of hair care trends proved effective in securing media. Noteworthy coverage included placements in The Arizona Republic, East Valley Tribune, ABC 15, Arizona Foothills and more.

Objective #1: To secure at least five, one broadcast and four print/online, positive media placements to produce awareness of Drybar’s newest location.

Result #1: Over the course of one month, Serendipit was able to secure 10 media placements, including broadcast television, as well as print and online placements.

Objective #2: To produce and execute Drybar’s grand opening event.

Result #2: Serendipit coordinated a photographer, decor, dessert bar, drinks and guests to attend. Drybar’s team of corporate executives were extremely impressed by the results of the event, including turnout, aesthetic and media coverage surrounding the event.

Objective #3: To successfully secure at least 20 social media influencers and media to the event.

Result #3: Serendipit secured over 30 social influencers who attended the event and posted Instagram stories during the event, and later posted their experiences to their social media pages. There was a total of four media members at the event — additionally, we had two editors visit the new location at a later date/time who could not make the grand opening event.