Despite their enviable reputation, Toni & Guy aren’t immune to competition. New salons are entering the market every day, while younger generations are becoming more money-conscious and less brand loyal.
Our brief was to raise awareness with the younger demographic and create a sense of excitement around the brand. In particular, the management team wanted to showcase the uniqueness of the Brighton salon, and the talents of the staff who worked there.
Darren Brewer is the salon manager:
“I’m a novice at social media. I didn’t properly understand it so when it came to the younger generation, we really weren’t on it. We met up with Kerry, which was brilliant – she was very friendly and really listened to what we had to say.”
We provided 3 services for Toni & Guy:
Given their target audience, we knew straight away that our efforts should be focused on Instagram.
We created a stylish tiled feed (pictured right) which combined white quoted text on a black background with high-quality images of the stylists’ work.
“They used the black and white branding, which is what Toni & Guy is famous for. They’d really studied the brand, and met the brief perfectly. I love it – and I love showing it off!”
As well as an organic content strategy, we created an initial 3-month paid advertising campaign to make the biggest impact over a short timeframe. We also ran awareness campaigns, re-targeting people who had engaged with a summer discount offer.
We’re thrilled with the results we’ve achieved for Toni&Guy. They typically report a 5% growth in new weekly clients year on year. Since working with us, we’ve averaged a weekly growth in new clients of 24%!
Other key issues for them were increasing awareness and engagement from existing and new audiences through social. Comparing their results from prior to working with us, impressions of Toni&Guy branded content increased by 1,842% and engagements with that content went up by 39,971%.
Toni & Guy now have a beautiful Instagram account that acts as an extension of their brand. It’s a great tool for reaching and engaging with their ideal clients.
“The figures are great, and new clients are coming in through the door. The whole Social Brighton team are lovely. They’re all really focused and on point, explaining everything and providing regular reports. I can’t speak highly enough of them. “