Social media that cuts through for Regis and Supercuts hair salons

Challenge

We were appointed by UK Hairdressers to develop and deliver a social media programme for its Regis and Supercuts brands, focused primarily on Instagram.

Our brief was focused on growing reach and engagement to support the brands to drive online bookings and local footfall.

Solution

The hair salon brands offered the same services, but had vastly different audience targets and brand identities: Supercuts offered value, while Regis promised premium. Therefore, we delivered the same approach to generating content, but with distinct social media activations to reflect the individual needs of each brand.

We harnessed the salon teams to create compelling content, creating ‘Salon Reporters’ for each brand. This allowed us to generate a suite of engaging in-salon content, such as:

• ‘Before & after’ Reels of customers delighted with their new hair

• Trend spotlights such as the ‘hair colour of  the season’

• New product demos such as ‘the latest ghds’ or ‘Olaplex must-have shampoo’

• Haircare top tips such as ‘how to get the perfect wave.

This activity was supplemented by monthly competitions to win a salon visit or new haircare product, which supported the growth of new followers – along with content around salon offers, relatable quotes and awareness days (e.g. National Hair Loss Awareness Month).

Recognising that our audiences sought inspiration, we enlisted the support of micro influencers – briefing them to document their salon experience and showcase the latest hair styles and colours.