Hair Trends Go Social At #EL2014
On Sunday May 4th, 2014 Schwarzkopf Professional Canada celebrated their Essential Looks with a massive event at the Toronto Hilton. The evening’s festivities included the culmination of their EL Artist competition, a showcase of upcoming hair trends plus new stylist approaches as demonstrated by Kim Vo, international celebrity hair stylist and BlondMe expert.
Live runway shows featured the CANDY DANDY Collection, the WHITE HOT Collection and the METALLXX Collection, presented by current Schwarzkopf Professional EL Artists. The 2014 EL Artist competition featured stylists live cutting on stage, and Robin Bacon was crowned the new EL Artist.
Community worked with Schwarzkopf to optimize social share-ability throughout the event and provide live event coverage on their Twitter, Instagram & Facebook platforms. Five live social media walls were strategically placed throughout the venue, encouraging guests to use the #EL2014 hashtag to get their photo on the monitors. Over 1.8 million estimated impressions were generated with the #EL2014 hashtag.
Community activated Schwarzkopf’s first social media gifting suite, where guests could select products of their choice in exchange for participating with brand ambassadors. Each brand ambassador collected contact information using iPads, as well as a Facebook like & Twitter follow, from each guest.
Another huge hit of the event was the social media photo booth, which allowed guests to share their photos directly to their personal Facebook or Twitter, as well as take a branded print-out home. The event was a huge success with over 50% of the guests participating in all three social media activations.