Ted Gibson Case Study
OBJECTIVE: Ted Gibson is one of the most sought after editorial, runway, and celebrity hairstylists in the business, with salons in New York City and Washington, D.C. He has a product line in Target as well as a hair extension line sold on both QVC and HSN. Ted is best known for toiling over the tresses of top celebrities such as Anne Hathaway, Angelina Jolie, Renee Zellweger, Zoe Saldana, and Gabrielle Union. 5W Public Relations was hired as beauty PR firm of record in 2008 to take the Ted Gibson brand to "the next level" and become a household name in the beauty industry as well as differentiate the Ted Gibson brand from other hair care brands in the market.
IDEA/STRATEGY: Unlike most luxury hair care lines, each product in Ted Gibson's line can be used singularly and each has functional, easy-to-use features. It's an advanced hair care line that provides simple and immediate solutions for real hair care problems. By leveraging the unique features of the products and Ted's phenomenal industry reputation, 5WPR carried out both an aggressive media relations campaign and an innovative social media strategy that established Ted Gibson as a leader in the beauty industry and star hairstylist. 5WPR helped keep Ted ahead of the mark in terms of social media marketing by hosting a "tweet up" in his New York salon for 20 top-tier beauty bloggers to celebrate the launch of his new line of hair extensions on HSN. 5WPR provided iPads to live-stream the HSN feed and also created a hashtag so attendees and non-attendees could tweet about Ted's launch to their followers. As a result of all the social media chatter, Ted's product sold out on HSN in less than 4 minutes.
RESULTS: In just the first six months of our relationship, 5W was able to procure a coveted audition with TLC's "What Not To Wear" for Ted to appear as the resident hair expert. Ted immediately won the role which we leveraged through the media and a VIP private party in his New York Salon which garnered thousands of media impressions. Additionally, in the past three years we have been able to garner Ted a multitude of media coverage in outlets such as InStyle, People Style Watch, Bloomberg Business Week, Vogue, Essence, US Weekly, Glamour, Good Housekeeping, and Allure. 5W secured an ongoing relationship for Ted with the Early Show and multiple placements on The Today Show, Rachael Ray, CNN American Morning, E! News, Access Hollywood, Extra, FOX News and local New York affiliates.
With all of our efforts, the Ted Gibson brand has grown exponentially and Ted was recently named by WWD Beauty Biz as one of the top visionaries transforming beauty.
IDEA/STRATEGY: Unlike most luxury hair care lines, each product in Ted Gibson's line can be used singularly and each has functional, easy-to-use features. It's an advanced hair care line that provides simple and immediate solutions for real hair care problems. By leveraging the unique features of the products and Ted's phenomenal industry reputation, 5WPR carried out both an aggressive media relations campaign and an innovative social media strategy that established Ted Gibson as a leader in the beauty industry and star hairstylist. 5WPR helped keep Ted ahead of the mark in terms of social media marketing by hosting a "tweet up" in his New York salon for 20 top-tier beauty bloggers to celebrate the launch of his new line of hair extensions on HSN. 5WPR provided iPads to live-stream the HSN feed and also created a hashtag so attendees and non-attendees could tweet about Ted's launch to their followers. As a result of all the social media chatter, Ted's product sold out on HSN in less than 4 minutes.
RESULTS: In just the first six months of our relationship, 5W was able to procure a coveted audition with TLC's "What Not To Wear" for Ted to appear as the resident hair expert. Ted immediately won the role which we leveraged through the media and a VIP private party in his New York Salon which garnered thousands of media impressions. Additionally, in the past three years we have been able to garner Ted a multitude of media coverage in outlets such as InStyle, People Style Watch, Bloomberg Business Week, Vogue, Essence, US Weekly, Glamour, Good Housekeeping, and Allure. 5W secured an ongoing relationship for Ted with the Early Show and multiple placements on The Today Show, Rachael Ray, CNN American Morning, E! News, Access Hollywood, Extra, FOX News and local New York affiliates.
With all of our efforts, the Ted Gibson brand has grown exponentially and Ted was recently named by WWD Beauty Biz as one of the top visionaries transforming beauty.
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