Kaustav Chowdhury

Project 02

Truefitt & Hill

A New-Age Strategy for the Oldest Barber Shop

Brand
Truefitt & Hill
Services
Strategy, #DareToSleepChallenge, Hygiene Content, Working with Creators
A barber trimming a reclining client’s beard with scissors, in warm low light

Brief

Truefitt & Hill carries a legacy of over 2 centuries; we were tasked with giving this brand a new look - one that’s a good mix of comfort & aspirational.

Ask: To be perceived as a legacy brand that fits in the affordable luxury segment

Idea

From involving creators to relying on smart puns, our strategy was as stylish & smooth as the men who leave the barber shop.

Solution: A stage-wise influencer strategy that leveraged the distilled reach of micro influencers who eventually became brand advocates

#DareToSleepChallenge

An intellectual property that was conceptualised with the intention of communicating the brand’s biggest USP - a service so relaxing, we dare you to not sleep. The IP was further extended via strategic influencer collabs and short-form content that was engagement worthy.

Three reel frames from the #DareToSleepChallenge, a client in the barber chair and a man on a phone call, with +34% reach, +8% engagement and +7% follower count under them
+34%
Reach
+8%
Engagement
+7%
Follower Count

Hygiene Content

While campaigns, IPs and influencers steal the spotlight, it’s the day to day content that anchors the boat.

A smart mix of topicals, witty one-liners and relatable posts are entrusted to do that job with content as clean and crisp as T&H's grooming session itself.

  • A framed Truefitt & Hill post, Shave, as clear as the sky, a razor against clouds
  • Truefitt Trivia 101 post: which aftershave scent is best for winter months
  • Reminder for men post: you deserve good hair days too
  • Post: who should try our new Mayfair grooming range, look between Y and I on your keyboard

Working with Creators

  • A creator in an orange shirt talking to camera in the barber shop: I’m here today to bring you time-tested
  • An older woman in a red sari filming herself on her phone

Results

20+
Influencers worked with
66K
Total Organic Impressions
50%
Average engagement rate