In Cluj-Napoca, Romania, the salon industry has been growing rapidly over the years. In a crowded environment with similar salons, Princess Nail Spa had a brand new concept of firstly being a place dedicated to little girls and their nail spa-themed parties. We were asked to consult and help implement a social media strategy that would bring more awareness to the business and eventually, more clients.
Despite the concept being original and the first one in the country, we had to raise awareness of the brand in a difficult pandemic time, where restrictions predominated the country and events could not be organized. So we had to find a strategy that would bring clients, without promoting the one thing that differentiated the salon from others on the market.
Our strategy was radical. The brand idea was that the services they were providing weren’t just for women, but for their daughters and little girls too. So we focused on the concept that going to the salon was a special way to bond and spoil their nieces, cousins, daughters, or other little girls in the client’s life. These were aspects that eluded big competitors. So we helped create visual content for their platforms and assisted the implementation of the strategy we planned, all while also providing Influencer Marketing that brought not just clients but a huge awareness of the new salon concept all over the country. This was a combination of services that we considered would get us to the wanted result and so it did by the time we finished the collaboration. The salon is still going strong despite the persistent pandemic and restrictions.