Campaign Summary
For 70 years, Harry Rosen had built its luxury menswear retail franchise on a high-touch personal approach. When men needed impeccable suits for work, they would visit the store and talk to their 'guy'.
A COVID-generated surge of experimentation in men's grooming opened a new opportunity for Harry Rosen to connect with a younger audience: a curated selection of luxury grooming products. A tongue-in-cheek name change to "Hairy Rosen" built buzz, and a content series shared grooming experiences from diverse role models.
Campaign Goals
With a limited media budget, a target of two million earned impressions was set...