Case 02Beauty / Full-cycle SMM

Turning a busy beauty account into a clearer content system.

A full-cycle SMM case combining strategy, on-site production, design, editing, publishing, influencer coordination and measurement for a specialist salon in Manchester.

ServiceStrategy, shoots, design, editing, analytics and full SMM management

NicheBeauty salon / lashes, brows and nails

PeriodFull-cycle collaboration

MarketManchester, UK / beauty

The request

Give a large, established salon account a clearer customer journey — and turn a wide mix of services, offers and raw footage into content people could quickly understand and trust.

The response

Build the system first, then run it: audience research, content pillars, a visual direction, monthly planning, on-site shoots, Reels, Stories, offer campaigns, publishing and analytics in one working rhythm.

How the work moved

The stages behind the outcome.

01
Find the message
Mapped the market, the salon offer and the questions that stood between a potential client and a booking decision.
02
Design the system
Built audience portraits, content pillars, a rubricator, profile recommendations and a practical visual direction.
03
Plan the month
Turned priorities into detailed post, Reels and Stories plans with goals, scripts, references and production notes.
04
Capture and create
Shot on site and transformed real services, people and results into edited short-form content and designed assets.
05
Publish and coordinate
Managed the content rhythm, offers, approvals and influencer or UGC conversations around the salon account.
06
Read the evidence
Reviewed Instagram Insights, separated visibility from sales claims and used the signals to inform the next cycle.

Verified result

What changed in the measured period.

+49%accounts reached

99.9%views generated organically

39.8%views from non-followers

Platform evidence

Instagram Insights showing London Lash Manchester results over the first 90 days — Instagram Insights evidence / 246,596 views, 58,369 accounts reached and 0.1% of views from ads.

The system behind the feed

Strategy that could move into production.

The strategy was not a moodboard left in a deck. These 14 selected pages show how business priorities, audience questions, content pillars and visual rules connected to a live content plan and repeatable production decisions.

London Lash Manchester social media goals from the strategy deck — Goals — defining what social media needed to change.

Target audience framework from the London Lash Manchester strategy — Audience — translating customer context into content questions.

Visual communication system for London Lash Manchester — Visual system — colour, type and reusable design direction.

Content rubricator created for London Lash Manchester — Rubricator — commercial, educational, trust and engagement content.

Strategy page 1 from the London Lash Manchester SMM strategy — Strategy page 1 — a selected page from the working strategy I developed for the account.

Strategy page 2 from the London Lash Manchester SMM strategy — Strategy page 2 — a selected page from the working strategy I developed for the account.

Strategy page 3 from the London Lash Manchester SMM strategy — Strategy page 3 — a selected page from the working strategy I developed for the account.

Strategy page 4 from the London Lash Manchester SMM strategy — Strategy page 4 — a selected page from the working strategy I developed for the account.

Strategy page 5 from the London Lash Manchester SMM strategy — Strategy page 5 — a selected page from the working strategy I developed for the account.

Strategy page 6 from the London Lash Manchester SMM strategy — Strategy page 6 — a selected page from the working strategy I developed for the account.

Strategy page 7 from the London Lash Manchester SMM strategy — Strategy page 7 — a selected page from the working strategy I developed for the account.

Strategy page 8 from the London Lash Manchester SMM strategy — Strategy page 8 — a selected page from the working strategy I developed for the account.

Strategy page 9 from the London Lash Manchester SMM strategy — Strategy page 9 — a selected page from the working strategy I developed for the account.

Strategy page 10 from the London Lash Manchester SMM strategy — Strategy page 10 — a selected page from the working strategy I developed for the account.

Before → after

A more intentional mix of proof, people and process.

The aim was not to make every tile look identical. It was to make the account easier to read: real results, recognisable people, service education, behind-the-scenes detail and offer-led content working together.

Transformation 01

Before → after