With their physical locations closed due to Covid, EWC had a brand and business problem, to put it mildly. They needed to find new ways to help their customers embrace DIY beauty care on a new level. And as trusted wax experts that customers count on, EWC had an opportunity to step in and help.

Our solution was Hotline Ping—a name that referred to both the “emergency service” we were creating and the digital channels where it would live. In terms of tone, we wanted to create a breath of fresh air and positivity in a stressful time. “You deserve the best, by the best” was our tagline.

We developed a visual direction and editing formula, complete with custom music and sound design, to ensure consistency. We then built a comprehensive rollout plan, including audience engagement cadence, posting schedule, and content calendar. Finally, we created detailed briefs and shooting guidelines for our experts so they could film their own content safely. Once this foundation was in place, we sent out a call for questions on our social channels—and they came pouring in.