ЧИО ЧИО./|\CHIO CHIO.
Смена позиционирования/|\CHANGE OF POSITIONING

The largest chain of express hair salons in the CIS (over 600 outlets) has decided to process the new segment of the young audience in several experimental regions. Our mission was to help them develop a creative concept and produce all the promotional materials, make and test hypotheses on attracting the new audience to the outlets.

We created a concept of a quick change of style as an important feature for the brand in a dynamic city. Whether it’s for a party, a date, school or work – these are all valid reasons to visit CHIO, because it’s always around the corner. CHIO is working as fast as we live our lives – just 15 minutes and 250 rubles is enough to prepare you for new emotional experiences.

We invited the most popular TikTok bloggers and made them our faces for the artbook collection of haircuts, styles and colours. The bloggers were appearing in all creative materials for new social media pages and images inside the outlets. In addition, they also launched a music challenge on their TikTok pages. Targeted and media advertising allowed us to test all creatives, study the behavior of users and their engagement in communication with the brand.