Building a premium digital growth system
Franck Harter, Maître de Coiffure (Strasbourg, France)
Franck Harter, Maître de Coiffure*/Hair Salon in Strasbourg, already had what most salons strive for: strong expertise, loyal clients, and an in-salon experience that genuinely speaks for itself. But Franck’s ambition went beyond maintaining a strong local reputation. He wanted to elevate the salon’s positioning towards a more premium image, attract a younger clientele, and build a digital presence that could support long-term growth—without compromising the craft, the elegance, or the trust he had built over the years.
The goal: premium positioning, younger clients, and sustainable digital growth
When we started working together, the situation wasn’t “a salon with issues”. It was a salon with momentum and plenty of ideas—yet without a clear sequence. Franck knew where he wanted to go, but the real question was: what should come first, what should follow, and how do you connect each action so that visibility becomes trust, and trust becomes bookings?
The north star metric: online bookings (not just visibility)
Online visibility is great — but bookings are the metric that matters.
Bulbul’s approach: turning ambition into a repeatable growth system
Bulbul’s role was to turn that ambition into a structured, repeatable system: storytelling content that reflects a premium experience, multi-platform distribution that reaches the right audiences, 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.
Step 1 — Local discoverability: make the salon instantly easy to find
The first move was intentionally practical: make the salon immediately easy to find for people who are already nearby.
We created a directional video concept—“How to get to Franck Harter?” Because in Strasbourg, a salon can be “close to the centre” and still remain vague in people’s minds. We anchored the walk in a landmark everyone recognises—Cathédrale Notre-Dame de Strasbourg—and turned those few minutes into a story that ends 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? It quickly reached around 80K views on Instagram.
Step 2 — Founder-led storytelling on LinkedIn to build premium trust
While this first content created local clarity, we built the brand’s premium presence in parallel—starting with LinkedIn. For a premium service business, the founder is part of the experience. We shaped Franck’s positioning with a professional tone that still felt personal, and planned a coherent sequence of posts: who he is, what the salon stands for, what kind of results define the expertise, and how the location fits into a premium Strasbourg lifestyle. To make the storytelling visually credible, we organised shoots during real client visits and produced fresh, high-quality visuals that could be used consistently across platforms. The purpose was simple: when someone discovers Franck online, the brand should feel as refined and trustworthy as it does in person.
Step 3 — Paid acceleration on Meta and Google to scale what works
Once the narrative was clear, we accelerated reach through campaigns. Within the first weeks of activation, performance grew quickly—reaching roughly ~24K impressions across platforms such as Meta and Google. The objective wasn’t just “to be seen”. It was to identify which formats and angles resonated most, then scale the ones that performed—without ever diluting the premium tone.
Step 4 — CRM foundations: structure the client database for retention
At the same time, we strengthened what many businesses overlook when they focus only on content: the operational foundation behind growth. Franck had a client database, but it wasn’t structured for targeting, follow-up, and long-term retention. We helped reorganise and categorise the data so it could support future campaigns and more precise communication. This mattered because the goal wasn’t only to attract new attention—it was also to build a system that can re-engage the right audiences at the right moment, with the right message.
Step 5 — Influencer collaborations that feel aligned (not forced)
With the foundations in place and the first traction validated, 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 multiple formats with distinct purposes: one adapted to fast-paced consumption, and another designed for premium trust-building through craft, process, and result.
One of the strongest angles was “Excellence & Elegance”—a calm, refined narrative focused on precision, transformation, and the experience behind the result. It generated additional traction (around ~23K impressions) and became a credibility asset for audiences who need to see the expertise before committing to an appointment.
Expanding the channel mix: Snapchat for younger reach, YouTube for authority
To reinforce reach among younger segments in a platform-native way, Snapchat entered the media mix. With that expansion, we reached approximately ~59K impressions through Snapchat campaigns supporting these publications—while keeping the brand’s premium feel intact. The point wasn’t to chase attention everywhere; it was to show up in the right places with the right creative language.
We also added YouTube to the ecosystem for the first time. Short-form content drives discovery, but YouTube strengthens authority: it gives the brand longer lifespan, a more cinematic storytelling format, and another entry point for people actively searching for expertise. The objective was straightforward—expand Franck’s footprint and reinforce premium credibility beyond short-form behaviour.
Results: +30% online appointment activity and ~183K total reach
As visibility scaled, we stayed focused on the most important metric for a salon: bookings. With the combined effect of storytelling content, multi-platform distribution, paid acceleration, and a cleaner digital journey, the salon recorded a clear uplift in online appointment activity—around +30% compared with the same period the year before. In other words, digital visibility was no longer just engagement; it was turning into measurable business momentum.
To continue strengthening desirability among younger audiences, we then launched a new influencer collaboration with @emmy_tifrit, producing two additional videos: one focused on a curly-hair transformation process, and one in mini-vlog format showing a full day at the salon. This content performed strongly because it did more than show an outcome—it reassured viewers through atmosphere, expertise, and the full experience. Together, these publications attracted approximately ~38K views.
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—while also becoming more capable of turning attention into trust, and trust into bookings.
This is what Bulbul builds: not isolated posts or one-off campaigns, but a growth system that respects the brand identity while performing in real market conditions.
Solutions used to build this premium growth ecosystem
If you want to build the same kind of ecosystem for your business, these are the solutions we used in this project:
Campaign Video Set: https://bulbulagency.com/solutions/campaign-video-set/
Ad Campaign Pack: https://bulbulagency.com/solutions/ad-campaign-pack/
LinkedIn Visibility Pack: https://bulbulagency.com/solutions/linkedin-visibility-pack/
The data used in case study shared with approximate numbers according to the confidentiality rules.
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