Cutting Edge

Brand Touch-points:


Brenda Ardern owner and head stylist at The Cutting Edge Hair Studio reached out to Strategy Collective to help her spread awareness of her innovative PIIQ system to the local New Plymouth market.  PIIQ is an interactive smart mirror that documents your style and makes it easier to get your hair perfect every time.  This revolutionary three step system will change the way you experience hair and using The Cutting Edge Hair’s existing social audience, Strategy Collective planned a creative campaign to make some noise and find women who are ready to experience the future of hair styling.



Strategy Collective developed two targeted social media campaigns, a remarketing campaign for those who are interested but not yet converted, and a series of social posts educating Brenda’s customers on the benefits of PIIQ.  Cutting Edge Hair Studio already had some developed creative so understanding what was on hand creatively helped for us to review and then recommend a digital campaign. A full campaign schedule was presented alongside a recommended media spend to reach the right people and influence consideration. The campaign championed PIIQ through a series of videos to create hype and cut through, while educating consumers on what PIIQ can do through a series of informative social posts with custom graphics, logo animation and copy.



The primary objective was to generate brand awareness and highlight the benefits of the innovative PIIQ system exclusive to The Cutting Edge Hair. The campaign produced over 130,000 impressions and over 10,000 women reached in 6 weeks with 45,000 video views.  Brenda’s website was running hot with 718 clicks of highly motivated potential customers.


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