give back to grow more than beards.
challenge
Wahl helps men look and feel their best with innovative tools that define and elevate the men’s grooming category. Wahl challenged HY to strengthen its creative positioning ‘Make the world a bearder place’ by aligning the brand with philanthropy.
idea: combine grooming and goodwill.
approach
HY created a Benevolent Beards contest – an online and in-person initiative that invited bearded men from across the country to submit a video of themselves explaining or demonstrating how they support a charity. The winner received $20,000 for himself and $5,000 for his charity.
highpoint
- We promoted the contest each year by visiting five different cities across the U.S. with the Wahl Mobile Barbershop. Visitors at the event were treated to free beard trims and for each beard trim, Wahl donated $100 to men’s charities.
highpoint
- The Benevolent Beards contest was also promoted through social media promoted posts, influencer initiatives and earned media placements.
results
- awareness in over 14 cities across the U.S.
- generated over 6 billion earned media impressions
- engaged more than 4 million on social platforms
- won two PRSA Paragon Awards and a Shorty Impact Award
did you know...
Serial innovator Wahl created the first clipper in 1919. And has led the home grooming category ever since.