Fuzz Wax Bar was the first wax bar in Toronto to do one thing exclusively: waxing. Now, with ‘wax-only’ bars becoming mainstream, Fuzz had to find a way to reclaim their ownership of the category. Our challenge: 10% increase in web traffic to fuzzwaxbar.com, 1 million earned media impressions and increase traffic to Fuzz.

Given the limited budget available, our campaign was designed to rely solely on earned media in the form of social word-of-mouth and public relations. Local influencers in fashion, grooming, marketing, and entertainment were also leveraged to maximize share of voice and reach.

Our research uncovered an interesting insight: many consumers indulged their more devious sides with notions of what it would be like not to be waxed, but to be the waxer.

We leveraged this unique insight to create a truly innovative activation that would create buzz and drive traffic.

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).

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.

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.