Travis J. Culver

Client: Hammer & Nails; My role: Account lead

 

Campaign name: Putting the MAN back in MANicure:

Hammer & Nails Flagship Store Launch

 

Duration: September 2013 to March 2014

 

Budget: $3,500/ Month

 

Objectives:

• Introduce H&N as the only men's nail salon in the nation

• Establish "nail care" as an accepted part of men's grooming/self-care

• Secure interest from potential investors for future H&N shops

• Engage the LA community to ensure a successful launch of the flagship location

 

Strategy:

• Garner extensive local, national and international media exposure

• Host celebrities, VIPs in the nail shop to heighten brand awareness and status

• Establish H&N as a new LA "hot spot" for special events

 

Tactics: 

• Pitch "grooming/salon" trend story to national outlets

• Host a Media Preview Launch party prior to Grand Opening

• Distribute Grand Opening discount cards to businesses throughout LA

• Contact celebrity/VIP management, publicists to offer free treatments

• Pitch H&N as a reality TV show concept

• Manage H&N Facebook and Twitter accounts to publicize shop and engage with the community

• Train owner/founder Michael Elliot and his staff to prepare them for local and national interviews

• Create the press kit, website copy and all marketing materials to enhance the "MANicure" brand

• Place discount cards in GRAMMYS 2014 gift bags

• Host entertainment special events in the nail shop

 

Results (as of 11/31/13): 

• After just one weekend of business, H&N technicians serviced more than 100 guests in its flagship location

• ​Business on the second week had increased by more than 80% since week one

• Michael Elliot received more than 300 emails from potential investors throughout the nation regarding investment opportunities in future H&N shops

• Three reality TV production companies worked on a potential pilot episode for a series based on H&N

• Positioned Hammer & Nails as a host for publicity launch arties for major motion picture films such as "That Awkward Moment" (Zac Efron, Michael B. Jordan)

• Massive local, national and international press garnered including: Good Morning America, GQ, Los Angeles Times, Allure magazine, TMZ, Vogue, Men's Journal, Fashionista, The Huffington Post, Jezebel, Refinery 29, AOL Style, ABC News, more than 15 broadcast segments throughout the nation, and more than 90 original web stories

• PR Week featured the campaign as a "Campaign of the Week"