Make it stand out.
“It’s Giving, New Hair” Content Strategy for Ordinary Hair Studio
The "It’s Giving, New Hair" campaign for Ordinary Hair Studio is an effective way to connect with customers by giving them something useful while promoting the salon. This idea is similar to the Michelin Guide, which started as a way to help drivers find good restaurants and ended up making Michelin a trusted name in fine dining (Rao et al., 2003). In the same way, this campaign gives customers an ethnic events calendar so they can plan their hairstyles for special occasions in their communities. It also includes a quiz that suggests hairstyles based on answers, making it fun and personal. Research shows that quizzes and interactive content help businesses connect better with customers and increase sales (Content Marketing Institute, 2022). By making hairstyling feel like part of an event rather than just a service, this campaign helps build stronger customer relationships and loyalty.
This approach is like what top beauty brands such as Fenty Beauty and Shea Moisture do to engage diverse audiences. Studies show that when brands understand and include different cultures in their marketing, customers are more likely to trust them and stay loyal (Aaker et al., 2021). The campaign’s reel about gifting a hairstyle highlights that a fresh look can be a great present for celebrations. Meanwhile, the Instagram carousel, with a slide of events for each month, keeps the brand relevant all year. This strategy makes Ordinary Hair Studio a place people think about when they want to look their best for important moments. By mixing community-focused content with digital engagement, the campaign can help the salon bring in more customers, get more referrals, and become a trusted spot for textured hair care.
References
Aaker, J., Fournier, S., & Brasel, S. A. (2021). Branding in a multicultural world: Building strong brands through cultural relevance. Journal of Consumer Research, 48(2), 314-329.
Content Marketing Institute. (2022). The impact of interactive content on audience engagement. Retrieved from https://www.contentmarketinginstitute.com.
Davis, J. (2018). Fenty Beauty and the rise of inclusive marketing in the beauty industry. Harvard Business Review. Retrieved from https://hbr.org.
Rao, H., Monin, P., & Durand, R. (2003). Institutional change in Toque Ville: Nouvelle cuisine as an identity movement in French gastronomy. American Journal of Sociology, 108(4), 795-843.
