An embarrassing sibling social prank spearheaded a hair-care campaign for Blind Barber that was fronted by baseball super star and now new part owner of the brand Bryce Harper.
Based on the unlikely insight that the Washington Nationals slugger is known throughout Major League Baseball not just for his hitting skills but also for having an finely coiffured head of hair
In the second week of the new MLB season, Harper’s hair care secrets were the subject of an embarrassing Twitter video reveal by his brother Bruce.
The video was viewed 700,000 times after his brother and teammate posted on his social channels that Bryce uses two hair dryers simultaneously to coiffure his barnet.
Hey @Bharper3407, one hair dryer wasn't enough?pic.twitter.com/l8hbpUWI7E
— Bryan Harper (@BryanHarper45) April 11, 2018
But this was less of a caught-in-the-act, authentic sibling moment and ore of a well-planned teaser for the fact that Harper is now a joint owner of male grooming business Blind Barber.
A multi-platform reveal campaign rolled out the day after the apparently authentic sibling social post.
So this is how you get the best hair in baseball. | @Bharper3407 #bryceharper pic.twitter.com/soQN2F6nxr
— Blind Barber (@BlindBarber) April 12, 2018
And you thought @bharper3407’s grooming routine only consisted of two hair dryers. Welcome to the Blind Barber team, Bryce. #StayHandsome #BryceHarper pic.twitter.com/MIsgzxd3xV
— Blind Barber (@BlindBarber) April 12, 2018
With all assets driving viewers to the brand’s digital hub at https://bit.ly/2qqRSNb.
Comment:
Harper has linked up with Blind Barber as a front man and co-owner to develop new iterations of its men’s grooming supplies: including formulas for hair styling, beard balm and dry shampoo.
I'm excited to announce that I am now a part of the @blindbarber family! We had a blast shooting this video! Stay tuned for more. #StayHandsome pic.twitter.com/jAz1ynUTi5
— Bryce Harper (@Bharper3407) April 12, 2018
The “Bryce Harper Selects” collection is currently available for $75 and includes 40 Proof Sea Salt Spray, 90 Proof Pomade and the Watermint Gin Face Wash and Moisturizer.
“I’ve entertained grooming brand offers in the past,” commented Harper.
“But when I met the Blind Barber team we bonded over our love of barbershop culture and I was impressed by their creativity beyond cuts and product. It’s great to be a partner in the creative process, and much more meaningful than just slapping my name on a jar of pomade.”
This initiative follows in the footsteps of some other stand-out seemingly authentic and intriguing social posts from sports stars that turned out simply to be attention grabbing teasers for pre-planned campaigns.
Another of our recent favourite initiatives adopting this athlete ambassador led tactic was sprinter Usain Bolt’s shock soccer club signing post tease to promote charity Sport Aid (see case study).
Links:
Blind Barber:
https://twitter.com/blindbarber
http://blindbarber.tumblr.com/
https://www.facebook.com/TheBlindBarber
https://www.instagram.com/blindbarber/
