European Wax Centre - Hotline Ping
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.
Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories.
We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
We’re Critical Mass, but our friends call us CM. Please call us CM!