#AxThePinkTax: European Wax Center
Women pay more money for the same products as men. Some people call it the Pink Tax. We call it absurd.
Women spend over 1,351 dollars every year. Money that will never get invested, donated, or used to fund a passion project or business.
Every day, thousands of women come into European Wax Centers across the country. Pink Tax impacts every one of them.
We launched a 360 marketing campaign across social, digital, and inside 700+ EWC centers to heighten awareness of the problem, and ultimately to #AxThePinkTax.
We created a standout social media campaign and partnered with 30+ influencers that gave women the information, tips, and tools to make informed purchasing decisions and recognize the true value of their dollar. We encouraged women everywhere to take action and help #AxThePinkTax by posting proof of the Pink Tax on their own social channels.
We extended the campaign digitally through web and media partnerships. To reach a hyper targeted audience, we activated content partnerships with PopSugar, Bumble, Cosmo, and many more, across social and editorial sites.
We also created a dedicated microsite to serve as a hub for all Pink Tax resources, tools, and information, including a calculator that shows to the dollar amount, how much the Pink Tax costs women in their lifetimes.
Visit AxThePinkTax.com
Results
27M+ impressions
15M+ video views
1,400% increase in social mentions of “Pink Tax”
4,000+ uses of #AxThePinkTax hashtag
300,000+ landing page visits
My Role & Responsibilities:
As the lead social strategist, I was responsible for developing, implementing and overseeing production of the social strategy and influencer campaign.
Established campaign measurement plan including campaign social goals and KPIs
Developed social content and funnel messaging strategy to educate consumers about the Pink Tax
Vetted 30+ influencers, created influencer messaging strategy, and managed influencer posting schedule
Developed social briefs and collaborated with Art Director, Copywriter, and Producer to execute content
Collaborated with agency partners to promote digital content across EWC social channels
Partnered with Media Strategist and Ads Manager to execute paid media strategy
Created social editorial calendars and oversaw Community Manager with social posting and community engagement
Measured overall campaign performance and provided creative insights and optimizations