Hair O’ The Dog

A Marketing Story by Jenna Communications about Hair O' The Dog

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Hair O' The Dog

Increase Brand Awareness

Challenge

Philadelphia’s annual Hair O’ The Dog is an extravaganza that boasts a red carpet, live entertainment, black tie dress code and endless food and drinks throughout the night. Co-founders of Chorus Communications and longtime friends, Daniel Cronin and Robert Molinaro, held the first Hair O’ The Dog celebration as a fun and innovative way to raise money for nonprofits. Since its inception, the event has grown from a small gathering of 100 people, to being voted ‘Best Event in Philly’. In honor of the 25th anniversary of Hair O’ The Dog this year, grammy award winning artist T-Pain, and EDM icon, Party Favor, were booked at co-headliners. Every year, guests come dressed to impress for a night of endless partying, glamour and generosity. After each celebration, a portion of the proceeds are donated to a deserving nonprofit organization committed to helping the local Philadelphia community. For the 10th year in a row, Hair O’ The Dog enlisted Jenna Communications to launch a promotional campaign for their 25th anniversary. There was a need to build awareness around the celebration prior to its occurrence, to secure event attendance for local media representatives, and to encourage positive press recapping the night. Our goal was to boost exposure through social media and earned media outlets, as well as to encourage media representatives to attend Hair O’ The Dog and recap the incredible night.

Solution

Strategy We set out to highlight Hair O’ The Dog as one of the premiere and most anticipated events of the year, with the dual purpose of providing an unforgettable night and promoting philanthropic outreach in the Philadelphia community. We leveraged the major success, consistent growth and charitable nature of the event to attract the attention of key press outlets around Philadelphia. Alongside the utilization of press releases and media alerts, influential channels such as NBC 10, Philly Style Magazine and Mainline Today were pitched directly for coverage on the 25th anniversary of the event. Leading up to and during the event, we were able to secure hits with high level social media influencers such as the Uwishunu Twitter page and the Billboard Dance Instagram page. After the party finally came to an end, we reached out to secure press hits on outlets such as PhillyVoice and CBS recapping the events of the night. Co-headliners, T-Pain and Party Favor put on energetic DJ sets that crowded the dance floor, delicious food and endless drinks were served all night and a galactic ‘Out of This World’ theme kept the party going until it was time to leave.

Event Management

Results

Results For 2019 Over 30 press hits secured (3 months) including: SB Wire, Wooderice, Philly Voice, Politics Informer, NBC 10, Mainline Today, Philly PR Girl, WOGL, PHL 17, Metro.us, The Villanovan, Philly Style Magazine, CBS, Philly Chit Chat, Rowhome Review Magazine, The Tony Bruno Show and Fox More than 1,200 Hair O’ The Dog attendees Press hits resulted in over 8.2 million media impressions A total PR value of $228,667.29 Thousands donated to the Morris Animal Refuge Results For 2010-2019 On average, more than 1,500 Hair O’ The Dog attendees each year Media impressions totaled 143,243,935 A total PR value of $3,975,019.20 More than $60,000 donated to various charities throughout Philadelphia