Social content + local growth
Sol Social Club
Give great salon content a clear path to an inquiry.
A colourful, repeatable content system that brings transformations, stylist personality and community into the same story.
The brief
Where the opportunity starts.
Strong transformations lack a consistent posting system. The content approach connects what people enjoy watching to service questions, conversations and consultations.
- For
- Gen Z and Millennial clients aged 18–34 who discover beauty businesses on Instagram and TikTok.
- Personality
- Expressive, inclusive, playful and social.
- Brand line
- “Good hair. Good people. Good energy.”
Measurement
What we tracked.
Reporting connected the work to bookings, client value, and repeat business, measured against the salon’s own baseline.
The system
Three choices behind the direction.
Build around five pillars
Transformations, education, salon culture, reviews and offers create variety while keeping every post connected to the business.
Make filming repeatable
A planned content day captures reveals, stylist answers and everyday moments, giving the team useful material for the month.
Give attention somewhere to go
Match each post with an appropriate next step and equip the team with helpful DM responses that lead to a consultation.
Creative direction
How the work shows up in the client journey.
Brand assets, customer-facing messages, and booking touchpoints brought together as one designed system.
The client journey
- 01Content day
- 02Reel / Story
- 03Profile visit
- 04DM inquiry
- 05Consultation
- 06Booking
Scope
What we built.
Scope was shaped around the salon’s systems, team capacity, and priorities.
- Monthly Instagram and TikTok content plan
- Reels, captions, hooks and calls to action
- Monthly salon content-day plan
- Feed, Story and Highlight templates
- Content pillars
- DM inquiry scripts
- Stylist personal-brand support
- Social analytics and monthly optimization