beardhood

background

Beardhood is a men's luxury hair and skincare vegan brand based in Canada. With three core distribution channels consisting of retail (barbershops & department stores), public events, and their Ecommerce website.

As the pandemic caused mass shut downs for all public events/shows slated for Beardhood's appearance. The anticipated revenue from these events was put on pause with no end in sight.

Like many other businesses, Beardhood found themselves looking for creative ways to promote their brand and product-line through clouds of uncertainty and Father's Day  8 weeks away.

the challenge

• With no budget how can we raise brand awareness
• How to leverage existing inventory due to supplier shut-downs
• Do we double down on existing customers vs prospects?

key observations

• Men starting to embrace their facial hair and growing beards due to WFH
  
• New trending terms such as "Quarantine Beard & Covid Beard"
• Does the buying power of women qualify as a potential customer?

the Strategy

• Evaluate the most popular products and value opportunities
  
• Align Beardhood with other brands that can help boost profile
• Run contests for best pandemic beard
• Retarget existing customers
• Demo how to use beard care products for newbies on social channels
• Create and bundle beard care products into kits that can be complete and ready to gift