Since working with Edward James, Fox Communications has achieved over 115 pieces of coverage including national, online, trade, consumer and social media. Coverage highlights include Elle, Daily Mail and Harper’s Bazaar.
- To raise awareness for the salons and Edward james himself as a celebrity hairstylist in consumer and national press as well as social media influencers.
- To differentiate his salons and signature treatments from competitors in the field.
- Facilitated and organised a partnership between Edward James and Stand Up 2 Cancer in order to raise awareness within the industry about checking moles under the hairline.
- Targeted key influencers to drive the brand's social media presence as well as ongoing partnership with prominent influencers such as Madeleine Shaw.
The objective was to raise awareness in consumer, national and social media around Edward James himself as a celebrity hair stylist, and to differentiate his salons and signature treatments from competitors in the field. We promoted the signature treatments at the Edward James London salons and organised press to visit and review said treatments on a frequent basis.
We positioned Edward James as a thought leader in the industry, by observing key hair trends and promoting them to target beauty and lifestyle media. We facilitated and organised a partnership between Edward James and Stand Up 2 Cancer in order to raise awareness within the industry about checking moles under the hairline. We executed regional PR and marketing campaigns in the areas surrounding the salons in order to differentiate the Edward James brand from the local competitors and drive salon bookings from locals. We targeted key influencers from each to drive the brand’s social media presence and talkability across the social media channels. This culminated in the establishment of ongoing partnerships with prominent influencers such as Madeleine Shaw.
Since working with Fox, Edward James has seen an increase in his own person brand awareness across the national and consumer media and is now used as the go-to photoshoot hair stylist across multiple leading publications including the Daily Express. He has also seen an increase in bookings in both salons.
“Fox Communications really understands our business and brand and have implemented a bespoke communications strategy in line with our target market. They have delivered several highly successful campaigns for us over the past 12 months. As a result, we have seen a strong return on investment, with a number of new clients visiting our salons and spas.”Edward James London