Harry Rosen
Mens Grooming Launch
Over 70 years, Harry Rosen became Canada’s most iconic menswear retailer. But as tastes evolved, it came to be seen as the place your dad bought his suit. Then the pandemic hit. Suddenly even fewer men were wearing suits, and more of them grew a beard.
So to announce the arrival of Harry Rosen's new grooming line, we launched a digital first campaign consisting of two stages: First, grab attention with a stunt. Second, change the conversation around men’s grooming.
Results: Most engaged content ever on Harry’s social channels, exceeding the reach and engagement of any previous campaign by 50%. Earned 40 million impressions (nearly 5x the goal) from local and global publications, including the Globe and Mail, CTV, Hype Beast, Trend Hunter, and more. Online sales of grooming products soared 70% during the weeks the campaign was in market.
AWARDS | 2021 Strategy Brand of the Year
