Coiffure Suisse

Coiffure Suisse needed a fresh way to connect with younger salon owners and stylists across Switzerland. Traditional recruitment campaigns usually rely on dry landing pages and long sign-up forms, which rarely get people engaged. We wanted to build something interactive and genuinely fun that could gather verified leads across German, French, and Italian without feeling like administrative homework.

I started by creating the overall visual identity for the campaign, landing on HairCrush, a custom Match-3 mini-game tailored specifically to hairdresser culture. Instead of standard game symbols, I designed custom vector icons based on the actual tools of the trade: scissors, blow dryers, combs, and hair products. This gave the project a distinct visual style while keeping it instantly recognizable to people in the industry.

For the landing page and game UI, my main focus was keeping the friction down. Anyone landing on the microsite could jump straight into playing without reading a long manual. The trickiest part was figuring out when to ask for user details. Instead of walling off the game with an upfront form, I placed the lead capture right after high-reward moments, such as unlocking an instant prize or entering the grand prize draw for a trip to Paris. I also made sure the layout handled German, French, and Italian text comfortably without breaking grids.

To drive traffic, I designed paid social ad creatives for Instagram and Facebook. We partnered with an external marketing agency on the rollout, supplying them with the campaign assets and specs to run the ads across Switzerland.

The results came in fast. In the first seven days after launch, HairCrush logged over 20,000 game plays across all three language regions. More importantly, it generated hundreds of verified leads for Coiffure Suisse’s recruitment funnel. The microsite turned out to be so versatile that the association still uses it as a long-term asset for paid campaigns and industry trade fairs.