How can we continue to deliver growth through such turbulent times, especially when customer confidence is low?
During lockdown, there was genuine fear in the market. The competition had increased with other similar barbers entering the picture. Digital performance for Chaps was set to hit rock bottom and salons were bracing themselves for the impact of Covid. Chaps & Co Barbershop came to us as they wanted to drive the online side of their business forward. This meant creating a multi-channel digital strategy that went beyond the traditional channels in play. We needed to instil confidence in previous customers to bring them back to the salon whilst also generating brand awareness among their target audience.

Our strategy for Chaps & Co was based around a full-funnel approach. We wanted to increase returning customer bookings, drive brand awareness, increase consideration and, ultimately, generate more online bookings – all during the worst pandemic of our generation. To do this we had to utilise multiple media channels in order to target users at different stages of their decision-making process. With a heavily fortified content strategy based around trust and confidence, our media plan was then based around using Social Media Advertising and YouTube at the top and middle of the funnel, whilst leveraging the power of Google at the bottom of the funnel via PPC and SEO.