Murdock X Calm: #morethanabarber

The Brief 
Procure a partnership which will help to drive brand affinity and increase positive sentiment amongst the Murdock London consumer.

Our Approach
Take the Murdock London brand purpose to a deeper level; forming a charitable partnership with men’s mental health charity, CALM – and train the barbering team in Mental Health First Aid enabling them to feel informed when discussing mental health with clients.

Why we did it
To build depth of engagement with the Murdock London customer by helping to challenge the stigma which prevents men from seeking help; placing mental health at the forefront of the business.

The Result
10 MHFA trained barbers across all Murdock London barbershops, coverage in national press including features with T3 & Buzzfeed, exposure to over 20,000 new customers through CALMs email database, and a 43% average increase in owned email open rates relating to the campaign. Over £4,500 was generated for CALM from optional treatment donations and kit sales in a three week period; the equivalent to over 560 potentially life-saving phone calls.