TEDxBuenosAires employed a smart word-of-mouth strategy by enlisting the help of 60 hairdressers. The stylists were invited to a TEDx event and then encouraged to go back and talk to their clients about the ideas raised during the talk. 7,500 people were reached, 7x the normal audience of TEDx in the region.

By turning hairdressers into genuine fans of TED, the interactions turned out to be surprisingly effective and authentic. Check out case study video.

Via PSFK.