Drybar Opens First Michigan Location in Birmingham

The original blow dry bar concept partners with Identity to promote the salon’s first Metro Detroit location.

Our Approach

Drybar, the nation’s premier blowout salon and blow dry bar, tapped Identity to manage the marketing and promotion of the franchise’s first Michigan location in Birmingham. This included media relations to drive awareness of the brand throughout Southeast Michigan, securing media on-site at the salon’s preview party, and working with local Detroit fashion and lifestyle influencers to promote the official grand opening.

Thanks to Identity’s local media relationships, the team secured an impressive amount of visibility leading up to Drybar Birmingham’s preview party and grand opening event. Stories secured include Crain’s Detroit Business, HOUR Magazine, Dbusiness, The Detroit Free Press, Neighborhood SEEN Magazine and Haute Is…Magazine, as well as a highly visible morning TV segment with local station WXYZ. In addition to pre-coverage efforts, Identity managed media on-site at the Drybar preview party leading up to the grand opening.

As part of our media and influencer relations strategy, Identity tapped well-known Metro Detroit lifestyle and fashion influencers with a collective community of 1 million followers to help promote Drybar’s Birmingham location, booking nearly 50 VIP blow outs. These highly influential content creators shared their blow out experience across more than 300 pieces of online content, which generated 14,200 social engagements. The team also coordinated two private parties with Detroit Moms Blog and The Barre Code to promote Drybar Birmingham as a premiere destination for group activities.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Influencer Marketing
    • Event Activation

Highlights

  • 7media placements secured
  • 14million potential viewers
  • 48VIP blowouts scheduled