BBLUNT: #BoycottBoycut

BBLUNT, a hair salon products company in India, increased reach and engagement rate by creating the #BoycottBoyCut campaign, where a typically male hairstyle was rebranded as unisex.

Strategy

Use a digital-first approach to build this campaign basis the following pillars:

  • Awareness Via Social Experiment - start seeding content on BBLUNT digital assets and social media to trigger conversation around boy cut.
  • Bring Forward Real-Life 'Boy Cut' Stories - engage influencers/ popular personalities to share their stereotyped boy cut moments.
  • Crowdsource the name – Invite men and women to come together in collective movement to rename the haircut & make it inclusive and gender neutral.
  • Grand Name Unveiling On Women's Day – Use PR, influencers and friends of BBLUNT to create buzz around the newly coined name for short...

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