Employer branding for difficult topics
Beauty Summer School
What do you do when you belong to an unexciting industry with a shortage of new talent and no one really wants to talk to you?
You go where your target group is at home and offer attractive formats there. Informational campaigns full of smiling people often only arouse distaste.
A positive contradiction is the Beauty Summer School 2019, which with the help of a major salon chain and partners positions the hair styling profession liberated from all the clichés – appealing to its target group thanks to a casting-style online show similar to Top Model. The campaign was constantly accompanied by the offer to apply directly or get in touch for further information.
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- Prof. Dr. Alexander Güttler
- Lisa Kubbos