Building a premium digital growth system
Franck Harter, Maître de Coiffure in Strasbourg, already had what most salons strive for — strong expertise, loyal clients, and an in-salon experience that speaks for itself. The ambition: a more premium digital presence, a younger clientele, and a plan that turns visibility into measurable bookings.
Premium positioning, younger clients, sustainable growth.
“A salon with momentum — not a salon with problems.”
The question wasn’t how to fix something. It was how to sequence ambition — so every action builds on the last. Franck knew where he wanted to go. The real question was what should come first, what should follow, and how each action connects so visibility becomes trust, and trust becomes bookings.
Turning that ambition into a structured, repeatable plan: storytelling content that reflects a premium experience, multi-platform distribution, paid acceleration to scale what works, influencer collaborations that feel aligned (not forced), and the foundations behind the scenes — CRM readiness and a smoother customer journey — to make growth sustainable.
Online visibility is great — but bookings are the metric that matters. In 3 months, Franck Harter recorded a clear uplift in online appointment activity year-on-year. Digital visibility was no longer just engagement — it was turning into measurable business momentum.
Influencer Vlog. Full Salon Day.
To continue strengthening desirability among younger audiences, we launched a new collaboration with @emmy_tifrit — a curly-hair transformation video, and a mini-vlog showing a full day at the salon.
This content reassured viewers through atmosphere and expertise, not just outcome — together attracting approximately ~38K views.
One Plan. Every Channel.
Carrying Franck Harter’s brand with a strong, consistent presence — respectful of the identity, tuned to the right audience through sharp editorial judgment, with every channel working in sync rather than in isolation.
120K+ reel views
Founder trust layer
Meta Ads
Paid reach
Search intent
Snapchat
~59K young reach
YouTube
Long-form authority
TikTok
Targeted reach
Brevo
CRM retention
Make the salon easy to find.
The first move was intentionally practical: make the salon immediately easy to find for people already nearby. We created a directional video concept — “How to get to Franck Harter?” — anchored in a landmark everyone recognises, Cathédrale Notre-Dame de Strasbourg, ending with Franck welcoming viewers at the salon.
The result wasn’t just a nice video. It removed a real barrier for new clients: where exactly is it, and what will it feel like when I arrive?
120K+ Instagram Views
Premium Production. On Site.
Bulbul organised onsite photo sessions at the salon in Strasbourg — capturing the craftsmanship, atmosphere, and detail that define the brand. These visuals became the backbone of the content plan: LinkedIn posts, ad creatives, influencer briefs, and CRM assets all drew from the same cohesive visual language.
View Salon Lookbook (PDF)LinkedIn as a premium trust signal.
For a premium service business, the founder is part of the experience. We shaped Franck’s positioning with a tone that felt professional and personal, and planned a coherent sequence of posts: who he is, what the salon stands for, what results define the expertise, and how the location fits a premium Strasbourg lifestyle.
Real client-visit shoots kept the storytelling visually credible — visuals reusable consistently across platforms.
Executive LinkedIn Influence & Thought LeadershipMulti-Channel Paid Ads. Not Diluted.
Once the narrative was clear, we accelerated reach through paid campaigns running across Meta, Google, and Snapchat together — not in isolation. The objective wasn’t just to be seen: it was to identify which formats resonated on each platform, then scale the ones that performed without diluting the premium tone.
Paid Media & Growth AdvertisingStructure for retention, not just attraction.
Franck had a client database, but it wasn’t structured for targeting, follow-up, and long-term retention. Working within his existing Brevo setup, we reorganised and categorised the data to support future campaigns and more precise communication — building a system that can re-engage the right audiences at the right moment, with the right message.
CRM & Automated Customer Journeys
Client database exists — but not structured for targeting, follow-up or segmentation. Every campaign starts from zero.
Data categorised and structured. Retention flows enabled. The right message, to the right client, at the right moment.
Influencer Reach, on Brand.
With the foundations in place, we introduced influencer collaborations — not as a trend move, but as a controlled bridge to younger audiences. We followed a full salon-visit journey and produced formats with distinct purposes, one for fast-paced consumption, one for premium trust-building through craft and process.
The strongest angle: “Excellence & Elegance” — a calm, refined narrative on precision, transformation, and the experience behind the result.
A cinematic entry point for premium credibility.
We added YouTube to the ecosystem for the first time. Short-form drives discovery — but YouTube strengthens authority: longer lifespan, cinematic storytelling, and another entry point for people actively searching for expertise.
+30% Online Bookings. ~183K Total Reach.
Compared with the same period the year before. Digital visibility turned into measurable business momentum — not just impressions, but appointments.
Across the overall period, our integrated approach delivered approximately ~183K impressions in total reach across content and campaigns. But the real impact goes beyond numbers — Franck’s brand became clearer online, more premium in perception, and more visible to younger audiences.
“Not isolated posts or one-off campaigns, but a growth plan that respects the brand identity while performing in real market conditions.”
Built for growth. Backed by ambition.
Franck Harter is a participant in the Goldman Sachs 10,000 Small Businesses programme — a rigorous initiative helping entrepreneurs sharpen strategy and unlock the next stage of growth. As a Bulbul partner, we align our marketing plan to support and reinforce that direction, not work in isolation from it.
Marketing that connects to your business.
Franck Harter uses Planity Pro to manage appointments and salon operations. Bulbul works in full integration with it — the marketing plan doesn’t just generate visibility, it connects directly to the business layer that captures it: operational and financial reporting aligned with marketing activity.
Build the same ecosystem for your business.
These are the exact services used to build Franck Harter’s premium digital growth plan. Each one works standalone — and compounds when combined.
Production-ready video for multi-platform campaigns — from directional reels to influencer content, built around conversion.
Explore Service → Paid Media & Growth AdvertisingEnd-to-end paid campaign management across Meta and Google — identify what works, scale it, never dilute the brand.
Explore Service → Executive LinkedIn Influence & Thought LeadershipFounder-led positioning built for premium trust — content strategy, post sequences, visual production to match the brand.
Explore Service → CRM & Automated Customer JourneysSetup, database structuring, and lifecycle flows — turn a client database into a retention engine, not a static list.
Explore Service → Curated Social Media AestheticsA cohesive visual identity for Instagram — shot, edited, and sequenced to perform in organic and paid contexts.
Explore Service → Custom Go-To-Market StrategyThe strategic layer that sequences everything — what to do first, what to follow, how it compounds into growth.
Explore Service →Prefer to Browse by World?
Your Growth Starts Here.
What Franck Harter built in Strasbourg — a premium digital presence, a younger audience, and +30% online bookings — came from the same services we run for every client.
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All figures shared with approximate numbers in accordance with client confidentiality. Data reflects performance within the initial engagement period.
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