THE GOALS: Increase brand awareness on IG and TikTok for Paul Mitchell and Paul Mitchell Professional, the “#1 professional hair styling brand in the world”. Create a brand story on social and shift the image from “the brand my mom uses” to “the brand *I* love!”. Capture a new Gen Z audience for the legacy brand that wants to regain relevancy on social media. Differentiate and speak to both the professional audience and consumer audience via compelling copywriting.
THE STRATEGY: Shift content strategy from focusing only on aesthetic images to marrying aesthetics with data-driven content by analyzing insights and making informed decisions on content shifts. I implemented trending concepts on TikTok and IG while staying true to the brand. It was important to stay selective in the trends we participated in as we wanted a gradual shift to the younger tone of voice to still appeal to our more mature audience. Our content became more conversational and relatable, rather than something that felt a bit stiff and inauthentic.
PARTNER EXAMPLES: Monet McMichael, Emma Brooks, Quannah Chasinghorse, Yuri Lamasbella + more
THE RESULTS: Organically grew Paul Mitchell's Instagram accounts by 52,000+ followers, 42% follower growth, and increased engagement by 10%. TikTok experienced a 1025% growth spike.
THE GOALS: Introduce social commerce for Bellami Hair, the “World’s Largest Hair Extension Brand”, and drive product sales for $300+ ticketed products via their social channels. Elevate brand image while maintaining relationships with existing follower base.
THE STRATEGY: Because hair extensions are a big investment and a high-ticket item, I chose to focus on product education to drive sales. I introduced more tutorials and diversified the models + hair types featured. I shifted the brand away from only catering to one demographic of customers to ensure every potential user saw themselves in our content and felt a personal connection to the brand. To further personalize the customer journey, I would offer to color-match in our comments and DMs, and would send those interested direct links to purchase the product. Aesthetically, we became very picky with the content we chose to share on our feed, hyper-focusing on how the hair looks. We would only reshare hair that looked full from root to end, had excessive shine, and clearly showed the volume and color our customers expect from us.
THE RESULTS: With a $0 budget, through content creation, strategic influencer partnerships, managing the affiliate program, and a shift in content direction, I successfully increased Bellami Hair’s social-only sales by 125% in only 6 months. Simultaneously, we maintained consistent growth on their social channels and experienced an increase in overall engagement.
THE GOALS: Launch and promote The Paula Peralta Show podcast on social and expand Paula’s social presence to display her as a lifestyle creator rather than only a hairstylist. Attract a new audience while keeping her current audience engaged.
THE STRATEGY: As Paula launched her podcast, the goal was to share the meaningful conversations she was having with her guests, but also to show different sides of Paula as a creator. I diversified Paula’s content mix and included concepts outside of only hair and the podcast to show all aspects of her personality while still pushing content that resonated with her existing audience.
THE RESULTS: In only one month, Paula had three viral videos on both TikTok and Instagram. We experienced a +409% growth spike in her Instagram reach and a +484% increase in external link clicks, tracked via Bitly links.
MICHAELINE DEJORIA - PAUL MITCHELL CEO
THE GOALS: Introduce Paul Mitchell CEO’s newly created social account as her interim social media manager. Initiate follower growth and community engagement with limited involvement from the CEO. Rebrand Michaeline and steer away from fashion content to lean more into CEO/entrepreneurial content.
THE STRATEGY: Through copywriting and video concepting, utilize new features and trends on IG to elevate Michaeline’s social presence. Encourage conversation and community through captions and comments. Drive content back to emphasize her entrepreneurial side while celebrating all aspects of who she is at work and home.
THE RESULTS: In 60 days, I grew Michaeline’s new Instagram account by 2k followers, breaking her growth plateau. To allow flexibility in her busy schedule, I created her most viewed and engaged Reel to date by repurposing existing video content and presenting it in a fresh light with a new concept, as seen to the right.
THE GOALS: Ideate, coordinate and execute production of E.L.F. Coachella influencer event via Bloggers Who Brunch agency. Create and drive conversation on social media to draw attention to E.L.F. Cosmetics during their rebrand in 2019.
THE STRATEGY: Tap into a diverse group of influencers from various niches to promote and support E.L.F. to drive awareness via branded activations and support product sales through a gifting suite and on-site makeup applications during Coachella Weekend.
THE RESULTS: Through this event and close relationships with influencers, we were able to garner 17 million+ impressions on social media and 200+ organic, unpaid in-feed and story posts from a diverse group of influencers based all across the world.
THE GOALS: Increase awareness and social reach of Sarah as a celebrity aesthetician and share more of her story to connect with her community on a deeper level.
THE STRATEGY: After consulting with Sarah on her goals as a business owner and aesthetician, I performed a social media audit and studied her metrics and community. After identifying what was already working for her, I mapped out a plan based on who she is as a beauty professional and the direction she wanted to go moving forward with her social media presence.
THE RESULTS: Successfully grew @sarahfordofficial Instagram account by 9K followers in only 90 days through organic social marketing.