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Barba Men’s Grooming Boutique
Strands for Trans

RAN IN: United States

CLIENT
Barba Men’s Grooming Boutique

AGENCY
Terri & Sandy *Lead Agency

Sandy Greenberg, Co-Founder & CEO
Terri Meyer, Co-Founder & CEO
JP Gomez, Creative Director
Sam Mazur, Creative Director
Jeein Lee, Art Director
Jaehyun Cho, Art Director
Simin Lim, Art Director
Chanel (Duyen) Luu-Hai, Art Director
Natalia Davila, Copywriter
Kiersten Utegg, Copywriter


SUMMARY

If you’re transgender, a simple haircut can be a magnet for discrimination. Inspired by Pride Month’s inclusive values, Barba Men’s Salon launched “Strands for Trans” and rallied against the hate. By tapping into the LGBTQ community’s hearts, minds and flair—Barba sparked a movement that generated 14MM earned media impressions during Pride month, attracted the support of fashion icon Marc Jacobs, and led barber shops and salons in every state, including the red states, to sign up as trans-friendly on the first online registry. All with a budget of $10,000.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);DIRECT;Mail;GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Geo-based Ads;OOH;Place-Based;PR;SOCIAL MEDIA;SPONSORSHIP

Audience: LGBT community

Objectives: Support Movement

Type: Business-to-Business

Classification: National

Language: English