The Fuzz Wax Bar team showed weekend festivalgoers that waxing is worth it. Onlookers were invited to tear a wax-strips doubling as coupons from a male model covered quite literally from head to toe. As more and more people pulled wax-strips from his body, he was left hairless -- and completely 'exposed' -- in the Toronto streets.

We set our scene on the busy streets of downtown Toronto where passers-by were invited to tear a ‘wax-strip’ off a male model. We covered our model head-to-toe in wax-strips, offering maximum opportunity for public participation. As more people pulled wax-strips from the model’s body, he was left completely exposed (and hairless).

Since the ultimate objective was to drive traffic to Fuzz, the wax-strips doubled as coupons, acting as removable incentives for participants use on their next wax at Fuzz. The back of each strip offered a discount and a humorous, waxing-related phrase.

The results surpassed all targets, driving a marked improvement in both consideration and awareness, while re-energizing the brand. Earned media impressions of nearly 9.45 million across social platforms, print, online media, and online well exceeded the target of 1 million. The campaign also saw an average retention rate of 82.7% (target of 75%) and an approximate increase in web traffic of 200%. It also generated a 64% lift in Search Interest and a 25% increase in sales.

No other variables were changed or campaigns launched at Fuzz Wax Bar. These results can be 100% attributed to the ‘Street Waxing’ campaign.