High-End Hair Salon in Bergen

By returning to its distinctiveness and values, Monarchy wanted to showcase its expertise and passion for the craft. To lift the salon, we created a concept centred on both the craft and the craftspeople of Monarchy: the hairdressers.

Monarchy needed a strategy to promote its hairdressers’ availability and wanted something easy to manage on its own digital channels. In a market oversaturated with “before and after” photos, we chose to focus on the expertise and personalities of the team. Our first step was to commission photographer Silje Bryn Knutsen to produce studio portraits of each hairdresser, with regal poses and a quirk of individual expression. Next, we hand-stitched the images with silk and wool yarn. The embroidered “crowns” were carefully handmade to show the same commitment to craft and quality that the hairdressers show their clients. Each portrait became its own character for the Monarchy brand, with personalised copy and storytelling. This established a personal relationship between the client and the Monarchy team.

To help Monarchy sustain this concept and grow their social media presence, we created an easy-to-use social media kit for them to experiment with and utilise. This kit was designed to inspire Monarchy to take full advantage of their new concept and grow their online presence over time.

We launched a social media campaign with targeted ads featuring each hairdresser’s crown, and created an easy-to-use social media kit with brand assets, photos and crowns for the client to use in its own marketing. We brought the crowns into a new website with a user-friendly design, optimised for bookings. The crowns served as a reflection of Monarchy’s expertise and commitment to quality, presented in a visually striking way.

During the campaign period from mid-September to the end of December, paid search and social traffic generated 60% of the total traffic on the Monarchy website. The reach of the Facebook page increased by 777% compared with the previous period, and 46,024 people saw content related to the page, such as posts, stories, ads and social interactions. The reach of the Instagram profile increased by 1,600%, 19,751 people saw at least one of the posts or stories, and the number of Instagram followers increased by 94%.

Despite economic challenges in the industry during and after the pandemic, Monarchy increased its revenue by 15% from September to December.