European Wax Centre
Creative AOR.
As agency of record, we're pushing the European Wax Center brand to new creative heights so that guests have a reason to explore, engage, shop, book, and keep coming back.
Creative Leadership.
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Connecting with a changing audience.
To create content and deliver experiences that can elevate the entire EWC ecosystem, we needed to get completely reacquainted with a rapidly evolving audience.
Our Research
Our internal research studio, Curious, undertook a massive, customer research program to identify key segments, behaviors, and attitudes, and identify how those line up with expectations and perceptions regarding EWC, EWC’s competitors, and the category as a whole.
Our Key Insights
We confirmed that we needed to shift from our focus and celebrate the idea of confidence while speaking to a broader range of ages, genders, ethnicities, and interests—not a diffusion of focus, but a shift toward a more inclusive voice and message. These insights formed the basis for our content pillars and narratives.
Turning fresh insight into reimagined content.
We knew we had to be inclusive and speak directly to a broader range of ages, genders, ethnicities, and interests. On top of that, we had to think in terms of content ecosystem that travels through many channels and places—TV, digital video, and social media platforms.
Our content studio, Wander, gathered both video and photography for four key content narratives envisioned through our research-based personas. We also managed both vendor-based talent (e.g., models and on-location videographers) and in-house talent—a huge logistical effort amid tight budgets and tight timelines.
Our Planning
Efficient production was a key objective for us, so we gathered all requirements and mapped out all executions before we took the lens caps off. In addition, we aimed for reusability and interchangeability. In other words, we were able to strategically cut our content down to short clips, or stitch it together into anthem videos. No matter what we needed, we could create it, because everything was able to connect.
In addition to saving budget and time, our approach gave our campaign executions tremendous cohesion, and our pillars (i.e., confidence and inclusion) resonated in everything we did.
Our Executions
As mentioned, we composed four key story lines that we could blend into an anthem video, intended as a 30 spot, or cut to :06 clips. Though digital first, they were suitable for any medium—YouTube, TV, etc. Our photography laddered up to the overall story, and could serve the ends of digital advertising, editorial, e-commerce, educational content, and a wide variety of needs overall.
Our Messaging Strategy
We used a full-funnel approach to messaging that took into account the widest possible range of customer journey moments, touch points, objectives, and key brand sentiments: disrupt, connect, educate, incentivize, and reinforce, remind, and advocate.
The channels we incorporated throughout the funnel drew from national print, OOH, macro-influencers, micro-influencers, Video, Audio, partnerships, banners (in-market, retargeting, location), paid social (IG, FB, conquesting), organic social, regional media (print, digital, audio), emails, owned digital, in-center, guest communications.
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European Wax Centre - Global Creative Lead
As agency of record, we're pushing the European Wax Center brand to new creative heights so that guests have a reason to explore, engage, shop, book, and keep coming back.
