first choice hair

What we did
Launched the #FirstChoiceCares corporate social responsibility program to align with the brand’s community-driven positioning. Through free haircuts and styling, the campaign supported individuals facing hardship, from those in shelters to families at Ronald McDonald Houses. The initiative activated stylists and franchisees across Canada, fostering authentic connections with local communities

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Why it was awesome
#FirstChoiceCares transcended the typical charity event by embedding social responsibility into the brand’s DNA. Stylists passionately embraced the program, creating life-changing moments for hundreds of individuals while establishing First Choice Hair as a genuinely caring and community-focused brand.

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The result
The campaign delivered 523 transformations across eight cities, generating exceptional engagement: 349,504 video views with a 96% view-through rate and social engagement rates far exceeding benchmarks (5.82% overall). With over 20% engagement on Facebook and Instagram, #FirstChoiceCares strengthened the brand’s connection to its customers and communities.