Brixton Hue SalonShowcasing Unique Talent and Bold Taste with Show-stopping Content

#SOCIALSJSU FOR BRIXTON HUE

Meet the Team

Jessica DonyanavardSocial Media Manager

Nang HlaingCommunity Outreach

Jacqui MooreContent Manager

Perla SerranoAnalytics

Deanna VargasCopy Editor

BRIXTON HUE: BRINGING UK TO THE US

BRIXTON HUE BRAND NARRATIVEInspired by the colorful, diverse culture of London suburb Brixton, Brixton Hue Salon is proficient and progressive with its clients, in and out of the chair. As a collective of independent stylists, including an esthetician and nail technician, Brixton Hue provides the clientele of the Rose Garden with a full salon experience.

Outside of their professional services, the Brixton Huemans pride themselves in developing fun relationships with their clients who are just as spunky and eccentric as they are.

Love,Lori

A BRIXTON HUEMAN’S BEST FRIEND

40 to 60 years oldPrimarily women

Upper middle classSome men and children

Target Audience

Lucy, a middle-aged Caucasian woman, wakes up intentionally at 7am to make sure she can fit in yoga before taking her 10 year-old to school. If she isn’t catching up with a friend at lunch, she normally stays at her home in Willow Glen and searches the internet for new candle holders or pots for plants to make her living room more lively.

She can afford to get her roots touched up every other week, and works as hard around the house as her husband does at work. After picking her kid up from school, it's straight to karate. Her husband comes home from his white-collared job at about 6pm while dinner is almost done being made for her beautiful family.

SALON SITUATION

S W O TUnique

aesthetic

Foreign perspective

Full-service salon

Non-digital demographic

Narrow target audience

Limited content supply

New Rose Garden location

Small business community

Increase in salon events

Small staff

Limited client availability

No budget for paid posts

SHOW-STOPPING CONTENT THEMES

PRODUCT FEATURESBrixton Hue offers an array of high-end products for hair, skin and nails that deliver a luxurious experience to its customers and help unlock sex appeal at any age.

Professional product features help educate customers before deciding to purchase the professional treatment.

CLIENT PHOTOSShowing off client work is extremely important because it directly represents Brixton Hue. We want each and every customer to feel important when they walk through the door.

Without showing the eclectic styles our clients rock, we wouldn’t be able to express what Brixton Hue has to offer.

BRIXTON HUEMANSAs a salon, many of Brixton Hue’s offerings are similar to competing hair salons. One way to differentiate the brand is by humanizing it.

The team decided to showcase the staff’s individuality with the tag #BrixtonHuemans in order for clients to get to know them on a more personal level.

#TBT HAIR INSPOThis weekly hashtag featuring retro hair inspirations gives our customers ideas of edgy styles. Some of our hair inspirations are Marc Bolan, David Bowie, and Jean Shimpton, whose retro looks are dramatic enough to show the customer’s true style without being inappropriate in the professional world.

CampaignsCreating Timely Content to Showcase

Brixton Hue’s Unique Brand Personality

HALLOWEEN HUEMANS

Instagram24 Likes79 Views

Facebook26 Reactions1 Comment

TRICKS AND TREATSHalloween is the day for people to express their creativity and explore their alter-ego.

The professionals at Brixton Hue are able to interpret the client’s needs and help them create their secret persona with realism and unique style.

Our strategy for the Halloween social campaign was to highlight the zany personalities of the Brixton Huemans in order to draw in customers looking for a personable salon experience.

A ROSE GARDEN FALLIDAY EVENT

Facebook79 Reactions507 Reach

Instagram16 Likes

THE BH BLOCK PARTYThe Falliday event was an opportunity for Brixton Hue to invite the neighboring community to visit the salon and debut their in-store gift shoppe.

Brixton Hue featured a professional stylist, Lizzy Olsson to give fashion tips and her insight on the latest trends. BH also offered locally catered food and a large retail selection.

This campaign allowed us to tell the brand story by promoting an event intended to both build relationships with our nearby neighbors as well as give back to the salon’s devoted clientele.

Social AnalyticsMeasuring Impact

BUILDING AN INSTAGRAM COMMUNITY

THE FREEDOM TO EXPERIMENTAs the hair industry only continues to get bigger, the competition to make your brand known has become that much more difficult. With this thought in mind, we felt that to better target our audience we should use the social channel they’d be most likely to use to find a local hair salon: Instagram.

To our surprise, Brixton Hue didn’t have a strong presence or following on this social channel. With only two posts on their page, we took this as an opportunity to experiment with posts and kick off their recent move to the Rose Garden area. From that point, we established content themes that aligned with what we were doing on Facebook. These content pillars included the Brixton Huemans, product features, #TBT hair inspirations and client work.

We took advantage of the popularity of Boomerang to create playful videos that exhibited different hair styles and colors. Since Brixton Hue had only a few Instagram posts, we had no prior knowledge of the best times to upload content. Throughout this project we had to test different times and found that most of our target audience was online later in the evening. During weekends, engagement varied, but overall we received good results.

LEARNING F ROM POST PERFORMANC E: INSTAGRAM

6

9

INSTAGRAM FOLLOWERS INCREASE BY 51 %

4

7

FINDING A BRAND VOICE ON FACEBOOK

CALLS TO ACTIONFacebook was mainly used to elicit a transactional response from the audience. This includes more "Product of the Week" posts, Holiday promotional deals, and skin care treatments. Facebook was also mostly used for actionable responses from our clients.

For example, our clients would see a product post and be more intrigued to purchase or try it out in the salon. Since Brixton Hue is also a boutique, we also mainly showed the certain fashion items we had such as bags, scarves, candles, jewelry or hats.

Because Brixton Hue used this platform more for items sold, we were able get more product sold than what Instagram would because Instagram is mainly cuts and salon practices such as waxing.

LEARNING F ROM POST PERFORMANC E: FACEBOOK

A RE-ENERGIZED FACEBOOK AUDIENCE

Sep. 19 Oct. 13 Oct. 23#SocialSJSU Begins Posting

200 220 240 260 280 300 320 340

December August

346

MORE THAN 25 NEW FACEBOOK LIKES

320

Key LearningsLessons in Social Media and Community Management

KPI’S: KEY PROJECT INSIGHTS

WHAT WE LEARNEDOverall, we had the chance to redo Brixton Hue’s social media from the ground up and it went very successfully. We started with a very small platform and slowly raised the bar throughout the semester. We were able to successfully package the creative ideas that the owner, Lori Bachelor, had and made it exactly what she envisioned it to be.

From the very beginning, Lori had a specific image in mind for her salon. She wanted an edgy, sophisticated and sexy look to her shop’s social media. She wanted her shop to praise style, fashion and cuts that were edgy, but not too inappropriate for their customers’ normal lives. With Brixton Hue’s retro inspirations that derive from Brixton, London, we were given an opportunity to think outside the box, from a completely different country of interests and ideas of beauty and style.

Fortunately, with the help from the creative team working at Brixton Hue and the lessons we’ve learned from Social Media Marketing, we executed a brand narrative for Brixton Hue that we are ultimately proud of.

Thank You!