Reveal It All
In 2019, we evolved European Wax Center’s annual influencer campaign, Strut Society, to meet the continuously changing influencer landscape. This year, we sought to directly tie EWC’s products and services to our main consumer’s lifestyle by normalizing the “taboo” of waxing. The campaign encouraged consumers to “Reveal It All” about not only their beauty routine, but in their everyday life.
INFLUENCER ONBOARDING
This was the first year the EWC influencers were not meeting in-person. Our solution was to create a digital onboarding using a private Instagram page for our influencers. This helped the influencers get excited about the campaign, become more familiar with EWC and see the other women involved. DMs were also available for the influencers to ask any questions they might have in a more accessible format.
The revealing book of secrets
Another way of creating a personalized experience for each influencer was through the Revealing Book of Secrets. This physical book contained over 200 pages of content about waxing, brows, premium imagery and interactive games for the influencers to join the conversation on waxing. Each influencer was featured in the book with their own personal waxing secret and after receiving the book, they would then mail it to the next influencer. This connected each influencer together and and empowered them to encourage their followers to be more open in their lives.
INFLUENCER Content
Each influencer was individually briefed in order for their content to feel authentic to their feed and personalities. Aside from Revealing Secrets post, each influencer posted about EWC products, waxing services and their own secrets that they wanted to share with their followers. This allowed their followers to gain education about EWC waxing services and encouragement to be more comfortable in their own skin.
Organic Content
On the EWC channels, we opened up the conversation to our followers to join to speak transparently about waxing. Content included waxing and product education, UGC secrets, and culturally relevant posts.