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Multi-National Barbershop Brand

Building A Highly Engaged Community of Customers and Employees

The Challenge

As a fast-growing international brand, our client was looking to establish stronger brand awareness and engagement through social media. When we first engaged with this barbershop brand, their social channels had a low engagement rate, lack of brand consistency, and no follower growth for months.

What We Did

Content Is King, Strategy Is Queen

Hook + Ladder created a full social media strategy to humanize our client’s channels and get the audience to proactively engage with the brand. We leveraged a variety of content (like lifestyle, UGC-style, challenges) to stay top of mind while their customers and employees had fun – that’s what social media is all about!

Live Or Nothing

We found creative ways to broadcast some of the brand’s biggest moments directly to our customers and fans digitally. Exciting events like Barber Summit & day-to-day moments were captured and portrayed on social media. We also enabled our social followers to take part by asking questions, completing challenges, making donations, and leaving comments on the type of content they wanted to see.

The Brand’s VIPs

We increased organic engagement by creating a barbershop brand Ambassador
Program to promote the most relevant events and celebrations like Movember and their 10th year anniversary.

Power To The People

We worked with +100 employees that became regular content creators for the brand. They captured phone photography in the shops, shared industry trends, styling tips, and connected with the users at a personal level. The content generated by the
barber network was best-performing across all channels (specifically Facebook and Instagram Stories) and helped establish our client’s barbershop as a thought leader in the hair industry.

Fuel Growth & Engagement

Hook + Ladder created and executed a monthly media allocation plan to support the brand’s organic efforts. We leveraged numerous technologies and systems to identify our best-performing content and amplify it to a larger audience. Our growth strategy consisted of proactive engagement, page-like campaigns, influencer partnerships, and contests.

The Transformation

  • Community & Engagement
  • Visual Impact & Brand Consistency
  • User-Generated Content & Employee Participation

The Results

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