19 May 2024

You at Your Best – Haringtons’ Ground-Breaking Initiative in Communication

You at Your Best is a targeted TV and radio ad campaign by salon group Haringtons. Hatch, London has partnered with with independent media outfit Electric Glue, to deliver around 1 million impressions through Sky and local radio to reach 140,000 homes within a 30-minute drive time of Haringtons’ key salons.

You at Your Best

In particular, the You at Your Best campaign is targeting a 25-54 female demographic for 6 weeks during April and May. Marketing Manager at Haringtons, Gill Jockel says: “We are aiming to re-spark the Haringtons brand, relaunching across all of our key audiences: clients, team members and communities. Maintaining loyalty and goodwill of our existing client base is paramount alongside the recruitment of the next generation of Haringtons clients.”

Gift of Confidence

Haringtons’ first campaign is part of an exclusive creative partnership with Hatch London. The creative revolves around the ‘Gift of Confidence’ and showcases how Haringtons goes beyond to empower their clients to be at their best. “We wanted to convey this message of the ‘Gift of Confidence’ but in a way that demonstrated our own confidence. This is to be different and deliver in a way that’s completely innovative,” continues Gill. “For us, it’s not just about the hair, it’s about the way the client feels as a result of their salon experience. With a stripped back approach that focuses on that emotion and feeling, we came up with the creative execution of a strong, beautiful woman articulating hair confidence.”

The TV campaign will run on Sky for six weeks with the audio version also going out on Bucks Radio for 16 weeks, plus a corresponding social campaign for six weeks. The creative is being shared within each salon and on Haringtons’ digital platforms, with other avenues also being explored to gain maximum exposure for this dynamic venture.

With eight salons across the South of England, Haringtons celebrates its 40th anniversary in 2024. In 2020, the prolific salon group underwent a brand transformation, including refurbishment of all locations, as well as the development of a new strategic direction and the introduction of a new Creative Team, now led by Creative Director Richard Scorer.

SEE THE HARINGTONS VIDEO CAMPAIGN HERE

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