Creating a social-first strategy with Bed Head in the USA

Our growth strategy for Bed Head in 2025 focused on 'second cities' of Austin, Denver, and Nashville. This approach was based on an insight from our research, which highlighted millennial and gen zers moving of the 'big six' cities and into more affordable locations where quality of life is higher, and there are better creative & tech job opportunities.

A social-first content & media plan in these locations ensured we entered these markets with agility, react to real-time performance results whilst dominating the social discourse around hair styling and self expression.

At Austin Pride 2025 we brought this strategy to life at Bed Head's vibrant pop-up salon celebrating self-expression, individuality, and staying headstrong. We worked with RuPaul’s Drag Race stars Kerri Colby and Cynthia Lee Fontaine to create a suite of social-first voxpop videos to give the activation USA-wide impact, reaching new consumers with Bed Head's rebellious creative spirit.

Texas-based lifestyle influencers also posted about their pop-up salon experience, to celebrate the full breadth of Bed Head's styling capabilities for everyone.

Identifying the Challenge

Attracting new consumers in a cluttered and homogenous high street fashion landscape.

Finding the point of distinctiveness

Focusing on one hero product line - high quality coats - to emphasise the brand's top-performing products and create a concise way into the brand for new converts.