Mitchell's Salon
Social Strategy + Content Creation + Video + Community Management
A Focus on Excellence
Creating beauty is an art. And true art is derived from passion. Mitchell’s passion for their craft has never been stronger. It is their commitment to their customers that makes them shine: to expect only superior results, to anticipate only the most relaxing and rewarding experience, and to enjoy the possibilities.
Here’s how we leveraged social media (especially Instagram) to help the entire Mitchell’s team shine.
Leveraging Employees
Mitchell’s Salon prides themselves on the education of their team and their top notch service. We wanted to showcase their individual styles in a way that is consistent with a brand that is known for their luxurious experience.
Having a network of locations can be a challenge when it comes to brand consistency, especially when the brand is built by uniquely creative individuals. We helped Mitchell’s maintain brand recognition across multiple platforms, while lifting up the people behind the brand (their team). By highlighting individual staff, we created an organic and authentic online referral program.
With great content and strategy, it’s as easy as wash, rinse, and repeat.
“The team at Dooley is always bringing current ideas to our brand.”
“The team at Dooley is always available when I need them and is consistently bringing current ideas to our brand with ways to stay relevant on our social media strategy across vehicles. We have a lot of content to sift through across multiple accounts. Dooley has created organizational strategies to best manage this content, as well as ways to streamline content submissions from our staff.
They are also genuine, great people as an added bonus to their social savviness!'“
—Logan Hines, VP of Marketing, Mitchell’s Salon
Instagram Stories
Our aim on Instagram was to entertain, educate, and extend reach. Instagram allows a unique opportunity to provide education and share the personalities of your favorite Mitchell’s stylists.
A key to our success was batch content creation: Once a quarter, we spend a full day at one of their locations, collect content, and then share a story once a week.
We also varied content topics to highlight all of the Mitchell’s teams greatest strengths and points of interest:
Favorite products
How to perform a technique
Useful tips
To further extend the employee advocacy potential of our social program, we tagged the stylist in each story so that they could engage and reshare the content on their stories.
We continually iterated and learned what was most successful. For example, we found that multi-frame stories were consistently the top driver of engagement within Instagram. We then leveraged this insight to increase performance.
Storytelling with Video
As a family-run business, it’s important for Mitchell’s to communicate both its luxurious spa atmosphere and a relational experience.
We’ve leveraged video to highlight new products and services, as well as to tell more emotive stories like a special tribute to employees’ moms for Mother’s Day, a special Father’s Day styling class, and a “thank you” message from employees to their clients.
