Overview
Frisor, a franchise barbershop network with eight salons across Ukraine, faced a challenge in Mykolaiv. The salon had only been operational in the city for two months and lacked newsworthy stories to attract attention in local media. To overcome this, the business needed an innovative approach to publicity that could generate buzz and establish a strong local presence.
Campaign Details
- Budget: $150
- Target Audience: 3,100 readers
- Social Shares: 105
- Cost Per Reader: $0.05
Frisor collaborated with PRNEWS.IO to create a strategic PR campaign that leveraged local media and social networks to maximize impact.
The Challenge
Prior to this campaign, Frisor had no experience running marketing campaigns in local media. Their web presence relied solely on maintaining social media profiles and a YouTube channel, which was insufficient for driving foot traffic to their Mykolaiv salon. With limited time and budget, they needed a cost-effective way to gain visibility and engage their target audience.
The Strategy
The PR campaign focused on a bold and creative tactic: teasing competitors through city light ads placed along Mykolaiv’s main pedestrian street. The provocative ads immediately sparked conversation, with initial discussions appearing on platforms like LiveJournal. These posts quickly spread to social media networks, including Twitter and Facebook.
This tactic captured the attention of local news outlets. Within two hours, the prominent local news website NikVesti published an article titled “Frisor Barbershop Trolled Its Competitors with Ads in Mykolaiv.” The coverage extended the campaign’s reach and gave Frisor a significant boost in visibility.
Key Results
- 3,100 Readers: The article garnered significant attention from local audiences.
- 105 Social Shares: The campaign was actively discussed and shared on social media, amplifying its impact.
- Opinion Leader Engagement: Influencers with a combined audience of over 13,000 followers engaged with the campaign, further increasing its visibility.
- Cost Per Reader: At just $0.05 per reader, the campaign demonstrated remarkable cost-efficiency.
Impact and Benefits
The campaign’s success wasn’t limited to media coverage. It resulted in:
- Increased App Downloads: The Mykolaiv salon saw a rise in downloads of its Android and iOS apps, a key metric for customer engagement.
- Enhanced Brand Recognition: Publicity in local media strengthened Frisor’s brand presence in the region, paving the way for franchise expansion.
- Community Buzz: The campaign’s creative approach sparked widespread discussion, establishing Frisor as a bold and innovative player in the local market.
Dmitry Verhovetskiy, the founder of Frisor, emphasized the long-term value of the campaign:
“The public benefits are not measured by new customers only. Publicity and brand recognition in the regions help us expand the franchise in other parts of the country.”
Client Testimonial
Natalia Gudimenko, Top Manager of Frisor Mykolaiv, highlighted the campaign’s efficiency:
“Unlike with copyright ads, we can count the cost of one contact on the web to a single penny: the campaign cost us $0.05 per reader.”
NikVesti’s Editor-in-Chief, Oleg Derenyuga, praised the campaign’s ingenuity:
“This was a great marketing push, an intelligent backlash. Good moves in marketing should be stimulated with information.”
Next Steps
Following the campaign’s success, Frisor plans to launch regular PR initiatives in regional markets to maintain momentum and continue building brand recognition.
Conclusion
Frisor’s campaign in Mykolaiv demonstrates how small businesses can use creative PR strategies to achieve impactful results, even with a limited budget. With the support of PRNEWS.IO, Frisor turned a lack of initial newsworthy content into a compelling story that captivated the local community and delivered measurable business benefits.
