01. THE PROJECT
ROOT ROUTINE is a hair salon built around convenience, consistent quality and a team-based approach to service. Our goal was never simply follower growth. Since November 2025, the focus has been on building a strong and consistent social media presence that supports the brand itself — communicating its concept, keeping the salon present in clients’ everyday lives and turning social media into an active communication and sales channel.
02. WHERE WE STARTED
ROOT ROUTINE already had a distinctive business concept, but it wasn’t clearly reflected in its social media. The content was largely focused on individual services and results, while the positioning, team, service experience and the idea behind the salon remained less visible.
The challenge was to translate the existing business concept into a clear social media identity, differentiate ROOT ROUTINE within a highly competitive market and create communication that represented the actual experience of being a client.
03. THE STRATEGY
The strategy was built around brand differentiation — translating ROOT ROUTINE’s unique business concept into social media and clearly communicating its team-based approach, convenience and consistent quality.
We expanded the communication beyond results, showing the expertise, process, service, atmosphere and team behind them — turning social media into a stronger representation of the actual ROOT ROUTINE experience.
Content that supports the studio’s concept.
04. BRINGING IT TO LIFE
A salon experience is more than the final result — clients also choose the service, atmosphere and people behind it. That’s why we moved beyond traditional before-and-after content, showing real processes, professional expertise, team personality and humour to make the actual ROOT ROUTINE experience visible online.
Influencer collaborations and creative activations supported the same idea: showing the salon through real experiences and turning clients, creators and even the physical space into natural touchpoints for the brand.
Since the beginning of the collaboration, ROOT ROUTINE’s social media has developed from primarily service-focused content into a much clearer representation of the business, its concept and the overall client experience.
05. THE IMPACT
- POSITIONINGA clearer and more consistent communication of the salon’s concept, team-based model and competitive differentiation.
- CONTENT SYSTEMA more diverse and recognisable mix of expertise, processes, results, personality, service and sales communication — with Stories becoming an active daily touchpoint.
- BRAND & LOYALTYTeam-focused and personality-led content helped create a more relatable brand and received consistent positive feedback from existing clients.
- ORGANIC ADVOCACYInfluencer collaborations, client mentions and offline activations created additional social proof and opportunities for organic brand exposure.
до
после
