Launching a Viral Social Movement

27th October 2023

As part of our charity arm ‘Good instinct’, we’ve begun working with Children With Cancer UK, which has launched its new annual fundraising campaign, Style Against Cancer. We were tasked with making a splash, using notable salons and stylists, celebrities, press and influencers to create impact and awareness for the charity. The aim? To encourage hairstylists to sign up to the initiative, and for Brits to book a hair appointment with a participating salon, using a QR code to donate while having their hair styled to perfection. Ultimately, to drive donations and raise essential funds for the 10 families facing a cancer diagnosis every day.  

 Alongside recruiting almost high profile 10 salons and stylists to join the campaign, creating a ripple effect in the hairdressing community, we supported the initiative with a hard-working press office. From Telegraph to Glamour, and interviews with celeb ambassador Molly Marsh across Heat and Closer, the team secured over 40 pieces of launch coverage spreading the word about Style Against Cancer. 

But it didn’t stop there…. to create buzz on social during launch week, we enlisted a host of high-profile VIPs, influencers and beauty journalists, encouraging them to share the hashtag #ChopChop, creating a viral social moment. A-Listers such as Colleen Rooney, Emma Bunton, Alex Jones, Kimberley Walsh and Sophie Ellis Bextor all shared snaps from the salon chair, driving followers to head to their local salon to support and donate.

Securing a grand total of 43 social posts to an impressive combined following of 13.5M, we seeded our VIP posts far and wide to diary press, achieving additional hits on Mail Online, Mirror and Metro, resulting in an overall press reach of 37.1M.