EWC launches NYC Fashion Week campaign cashing in on 'twerk it' shorts via Strawberryfrog

twerk photo.jpgEuropean Wax Center (EWC) has launched its NYC Fashion Week campaign crafted by the New York based agency Strawberryfrog.

This latest campaign extends on other initiatives Strawberryfrog has undertaken for EWC this year, including innovative radio and poster initiatives reported on previously in Campaign Brief.

The latest effort subtly cashes in on the now infamous 'twerking' episode at the recent MTV VMA's by 'paying homage' to Miley Cyrus' short shorts. 

The target of this latest campaign are 'all the fashionistas that are invading the city over Fashion week, opinion formers and influencers.' The media coverage includes billboards and buses that will be riding through all the events.

Says Jessica Coba, co-founder of European Wax Center: "StrawberryFrog's creative excellence continues to help our company grow. Our brand is on the rise among those women who love fashion and gorgeous skin, so a campaign during NY Fashion week was a natural extension of our national marketing campaign."

This latest initiative features one image of super short shorts, meant to showcase and reveal the kind of gorgeous skin EWC's patrons are supposed to enjoy. The accompanying headline says "Skin that's simply instagrammable" #WaxingForAll. The strategy is coupled to EWC's launching of an innovative reservation app on its Facebook page.

The campaign follows EWC's national advertising in fashion and lifestyle magazines, digitally and on spectacular billboards across the country.

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