Great Clips Back-To-School Campaign

The Ask: Help parents feel more confident—and less confused—during back-to-school haircut season.
The Idea: Use pop culture, relatable talent, and trending slang to close the communication gap between parents and kids.
What We Made:

• A full-funnel campaign starring Joey Fatone and his daughter Kloey, showing how Great Clips makes back-to-school haircuts easy for everyone

• Social, in-salon, web, email, app, and PR content featuring Joey and the new back-to-school looks

• A custom landing page with a slang dictionary, lookbook, pop quiz, and $5 coupon offer

• The “Student Slang Translators” series—featuring real teacher influencers explaining trending slang in a way parents could understand and use

• A 24-hour launch promo offering free haircuts to the first 24,000 users

Why It Worked: It tapped into something real—parents trying to keep up—and gave them the tools to connect with their kids (and get a deal while they were at it).

Role: Creative Direction, Concepting, Social Writing, Talent Direction, Asset Oversight (social/digital)