DRYBAR
Drybar is based on a simple philosophy: Focus on one thing and be the best at it. For Drybar, that’s blowouts. Drybar provides professional blowouts at a flat price, regardless of hair length or thickness (wash included!). The list of signature styles reads like a traditional cocktail menu: the Cosmo (lots of loose curls), the Straight Up (straight with a little body), the Southern Comfort (big hair, lots of volume), the Mai Tai (messy and beachy), the Manhattan (sleek and smooth) the Dirty Martini (tousled and textured) and, for the little ladies, the Shirley Temple. Drybar currently has five locations in Arizona.
Challenge & Opportunities
Serendipit’s team conducted research to gauge the company’s client demographics that would be desirable to reach through influencer efforts. Taking into consideration follower count, engagement rates and the appropriateness of each influencer for Drybar’s lifestyle vertical, Serendipit compiled a list of influencers best fit to partner with the brand. After compiling the list, Serendipit verified all influencer’s follower counts, likes, and engagement rates through an analytical tool that measures social media metrics.
Before beginning the outreach process, the Serendipit team presented their findings and influencer list to Drybar for review and final approval. Through this, Serendipit and Drybar were able to identify influencers who could partner with the brand on a full-time basis, surrounding a product or service launch, for an anniversary or notable event, or around specific holidays. Influencers were offered Drybar products or services in exchange for social postings. Upon building personalized relationships with each nfluencer, Drybar’s brand, product launches, and happenings were shared with followers through the experiences of influencers as they received products/services and posted about it to their personal social pages.
Results
OVER THE TWO YEARS OF DRYBAR AND SERENDIPIT’S ONGOING INFLUENCER MARKETING CAMPAIGN, DRYBAR HAS BEEN ABLE TO GARNER POSITIVE BRAND AWARENESS, SECURE OVER 50 SOCIAL POSTINGS, AND ACCUMULATE THOUSANDS OF IMPRESSIONS.
Notable influencer partnerships and campaigns include:
The Bubbly Blonde (@thebubblyblonde)
Serendipit, on behalf of Drybar, engaged in a three-month partnership with McKenna Wesley to generate brand awareness, drive followers to the Arizona shops and promote new Drybar products and holiday kits. McKenna was responsible for one dedicated Instagram post and story sequence during each visit per month in exchange for a total of six blowouts plus cash compensation. During this campaign, McKenna’s posts totaled 8,971 likes and 120 comments.
During this campaign, McKenna was named the top influencer between 250K-500K for Drybar in October 2019 by Fohr.co.
Erin Elizabeth (@wink_and_a_twirl)
Serendipit, on behalf of Drybar, coordinated with Erin Elizabeth, a local Arizona lifestyle and beauty blogger and macro-influencer, to share Drybar’s 10-year anniversary celebration with her following. Erin was offered a free blowout and three free products in exchange for her social postings.
Jacqui Kruger (@jacquikruger_)
Serendipit, on behalf of Drybar, coordinated with Jacqui Kruger, a local Arizona lifestyle and beauty blogger and micro-influencer to share the opening of Drybar’s new location inside the Phoenician Resort & Spa with her following. Jacqui was offered a free blowout in exchange for a dedicated Instagram post and blog post.
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.
