Client L: Hair Salon & Stylist Educator
client case study
£5k in masterclass sales, 150+ waitlist sign-ups in 12 days, 1M+ views on 1 reel and demand that no longer relied on her being online 24/7
The before
Before we worked together, L’s content was doing “well.” People watched. People liked. People commented.
BUT it all rested on L’s shoulders. If she stopped, the content (and sales) stopped too.
Here’s what that looked like day-to-day…
She’d wrap a full day in the salon and still be in the DMs at 9pm answering questions from stylists about her education offers, manually warming each lead.
Her two brands, the salon and the education business, both relied on her presence to sell. If she wasn’t the one hyping, nothing moved.
She wanted to bring back in-person masterclasses (a high-value offer her audience genuinely needed), but launching it felt overwhelming.
There was no space to build hype, warm leads, create urgency and convert. Because she was already at capacity.
The audience adored her.
But “I love this” wasn’t translating into “I’m in. Where can I pay.” without L doing ALL the work.
That’s the gap.
what we did
We didn’t just “help with Instagram.” We stepped in as her marketing team across both brands and across platforms, with one clear goal: get people to take action, without it needing to come from L’s phone.
Here’s what we built:
- Strategy for both brands
We mapped two buyer journeys:
- Salon → make it easy for clients to book with the wider team, not just L.
- Education → relaunch her in-person masterclasses and fill the room.
Message and positioning
We didn’t chase “more engagement.” We rebuilt the message so her audience went from “love this” to “I need this now.”
Full social media management
We handled planning, content direction, captions in her voice, visuals, reels, stories with intent and scheduling for both accounts, so posting was consistent and strategic without her having to babysit it.
Shot lists and filming direction
Instead of “just film content,” she got a list: Here’s exactly what to record, how to frame it, why we’re doing it AND scripts/prompts to make it easy peasy to film. We pulled proof, behind the scenes, transformation and buyer-belief shifts.
Story sequences and DM conversion
We didn’t just “show up on stories.” with cute coffee orders… We built story sequences with a clear CTA, moved warm followers into the DMs and then handled those DMs for her, answering questions, overcoming objections and closing deals.
Email + waitlist build
To relaunch her in-person masterclasses, we created a focused mini-funnel:
Teaser posts and stories to build desire
An email designed to activate (not just “update”) her list
A waitlist for priority access
And in 12 days, one email + five social posts generated 150+ sign-ups to the waitlist before tickets even dropped.
So when it came time to sell? We weren’t starting cold. We were converting a warmed, primed list that had already raised their hand.
The result
Within the first few months working together:
- 10 paid masterclass seats sold, just under £5k in revenue From an offer she hadn’t relaunched in ages, because until now, she didn’t have the bandwidth to.
- 150+ waitlist sign-ups in 12 days from one email and five social posts. That’s demand you can actually launch into.
- 1M+ views on a single reel. Visibility in front of the exact stylists and clients she wanted more of and a bio/profile optimised to take advantage of the extra traffic
- Clients DM’ing to book with “anyone available,” not just her That is brand positioning + capacity scaling. The salon became the demand, not just the founder.
We were handling posting, stories built to convert, taking sales conversationsions, objection handling all so she wasn’t DMing leads over lunch or trying to keep up with enquiries at 10pm.
And the real win?
Space to take opportunities that grow her authority.
Space to develop offers the way she actually wants to.
Space to be the face and leader of two brands, not the social media manager for both.
She didn’t need more content… She needed content that activated.
Why It Worked
L was ready to step back and truly lead her brands. So we helped her to remove herself (the founder) from every single part of her marketing.
That used to look like socials working great when L’s screentime was high. Engaging with her audience happened while her tea went cold. Every warm lead relied on her time, her energy, her replies.
After working together?
- Her audience was consistently nurtured, positioned and invited to buy, without needing her there in real time.
- Leads were captured and converted even when she was with clients or offline.
- Both brands started building authority and demand in a way that didn’t demand all of L’s energy.