B2C to B2B Transition
In 2021, London based mobile barbershop start-up TRIM-IT faced two challenges after raising $1.2m to expand operations UK wide.
One: re-introducing the service to culture after two lockdown of no service.
Two: Switching from b2c to b2b model, needing to partner with the barber community who at the time saw TRIM-IT as competition.
We understood one of the toughest challenges around storytelling on social media is having only a few seconds to grab attention and less that a couple of minutes to update a diverse range of stakeholders from customers, barbers and prospective investors.
We knew that a majority of TRIM-IT stakeholders were from the London inner city, so we had to ensure the message being culturally relevant.
As part of the brainstorming process, we remembered how culturally iconic the Google commercial featuring SBTV’s Jamal Edwards was in British Youth Culture. We decided to replicate the storytelling, with a modern twist using a combination of audio and text messaging between the TRIM-IT team during its inception, overcoming a number of challenges to raising post pandemic to expand nationwide.
- 1,000,000+ media impressions
- Forbes feature
- Record week of bookings
TRIM-IT needed to re-educate the barber community who previously saw them as competition, into becoming partners.
We leveraged Digital PR campaign via popular cultural news pages, Brand partnership with Harry’s and celebrity barber Slider Cuts alongside a well refined paid and organic social campaign.
- We helped get 30 barbers on the road nationwide, 6 months ahead of schedule - taking TRIM-IT to 7 fig+ revenue.
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