Leveraging the network effect to attract a younger demo

For many brands Facebook is an essential part of the marketing mix, but few approach it in ways that are truly relevant to the FB experience. For Gene Juarez, Hey, came up with an idea that gives Facebook users something they can really use: a Facebook profile pic, snapped by a real fashion photographer.

Makeover events at the Salons were the setting where guests could get styled and then have their picture taken. The photos, watermarked with the brand’s logo in the corner, were uploaded to a custom gallery on the Gene Juarez Facebook page where participants claimed them as their profile pics, generating lots of newsfeed activity and eliciting comments from users’ friends. The custom Facebook app was designed and built to be viewable across a range of mobile and desktop platforms as well as to allow for sharing across social platforms such as Instagram and Pinterest.