Students pursuing MA Fashion Communication and BA (Hons) Fashion Business and Promotion recently had an exciting opportunity to work on a live brief set by PR agency Rise at Seven for their client Shark Beauty.
The project began with a briefing from Rise at Seven, who gave industry insights into digital PR and how innovative campaigns can boost brand visibility. The agency’s team later returned as judges for the final presentations, offering valuable industry feedback.
Tasked with devising a digital PR campaign to increase UK media awareness and improve SEO rankings for Shark Beauty’s hair styling products, students aimed to position Shark Beauty as a standout brand in a competitive market. Their overarching goal was to secure coverage and backlinks in top-tier publications through creative ideas and strategic execution.
To inspire their campaigns, students conducted comprehensive research into the current hair styling market, analysed Google Trends, examined competitors, and studied existing campaigns. This research helped them generate innovative concepts, such as:
- Pop-up pub styling sessions
- Spa experiences for pets and their owners
- How-to guides for iconic Black hairstyles
- A Father's Day focus on male hairstyles
Students then brought their ideas to life by creating visual mock-ups, taglines, social media activations, landing pages, emails, and press releases.
The final presentations showcased a range of creative campaigns, with students explaining their concepts and execution strategies to representatives from Rise at Seven.
Ash Hopkins, Global VP of Performance Marketing at SharkNinja, said:
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“Educating and inspiring the next generation of SEO and marketing professionals is something we’re deeply passionate about. So, when the opportunity to partner with Birmingham City University came along, we were eager to get involved. The students’ creative ideas were outstanding and it was interesting to see the unique ways each of them approached the brief.”
Winning student Jenna Fox said:
“Having the opportunity to participate in and win the Shark Beauty brief with my “Hair So Good, It’s Scary!” campaign has been one of the most rewarding moments in my creative and academic journey. It allowed me to combine smart strategy with cultural relevance and a bold Halloween theme to create a concept that was both fun and impactful.
At the heart of the campaign was a fictional collaboration between Shark and the Saw movie franchise, blending beauty with horror in a way that felt unexpected yet perfectly timed. Inspired by real “hair horror” stories, I turned these common beauty fails into an interactive game that lived across TikTok and Instagram. Users were invited to share their own hair horror stories, guess which influencer or celebrity had lived through each hair disaster, and explore how the FlexStyle could save the day.
Being given a live industry brief like this taught me how to think commercially, creatively, and under real-world conditions. It pushed me beyond the classroom and into the mindset of a working professional. It taught me that if you're ever offered an opportunity, take it. It’s a powerful chance to learn and grow.
I had so much fun with this project, but more importantly, I believed in the story I was telling. To not only work on a brief for a boundary-pushing agency like Rise at Seven, but also win it, has been incredibly validating. It’s a moment I’m proud of, and one I’ll carry forward with confidence.”