EUropean Wax center

#AxThePinkTax

In April 2018, EWC helped level the playing field for women by dedicating the month to spreading awareness about The Pink Tax: the extra money Women are charged for on everyday products that are identical to the Men's version.

Winner of the Mass: Integrated Marketing (Fashion & Beauty Marketing) Clio award:

https://clios.com/fashion-beauty/winner/mass-integrated-campaign/european-wax-center/ax-the-pink-tax-36919

Posting

My main responsibility was managing the production of over 70 assets from brainstorm to creation for organic and paid media. This also included a rigorous posting and listening and responding strategy throughout the month.

Influencers

I assisted in the screening of influencers who were appropriate for the campaign messaging as well as helping conduct an influencer onboarding event to educate and brief influencers of the campaign's objective. For the remainder of the month I managed the influencers assets when posted. 

Pink Brows

As brows are one of EWC's staples, for the month guests were able to come in center to get their brows tinted pink to help spread awareness. This required community management of UGC content.

Refinery29 Panel

EWC partnered with Refinery29 to hold an #AxThePinkTax panel with influential women, such as Danielle Brooks, to help educate on the topic. This required event recap as well as promotion before the event. 

Cosmo

Cosmopolitan created a video interviewing Women and Men on the streets to see what they knew about The Pink Tax. The branded partnership required a posting strategy across all platforms.