Great Clips came into March Madness 2025 with a big offer—a $10 off haircut coupon—and an even bigger challenge: break through the saturated tournament ad space to get fans to want to to redeem it.

With that goal in mind, we built a campaign around one audacious idea: what if the biggest story of March Madness…wasn’t about basketball? To that end, we cast comedian Mikey Day as an overzealous Great Clips fan posing as a sports reporter, crashing studios and postgame interviews (featuring NIL talent like Kansas’ Hunter Dickinson) to deliver “The Greatest Story” of the tournament—a $10 off haircut coupon at Great Clips.

The March Madness campaign ran everywhere fans were: TV, streaming, social, in-salon and more, driving nearly 300K coupon redemptions and 1.5 billion earned media impressions (up nearly 400% from the year before). Overall, the campaign resulted in a 6% boost in unaided awareness among Men’s Basketball fans—the highest increase of any NCAA partner— and even a mention on Saturday Night Live, giving “The Greatest Story” a pretty great ending, too.