Great Clips:
FROM CLIPPERS TO CLICKS
BUIlding a community from scratch
THE PROBLEM: A collection of 100+ Great Clips franchise owners in the Minneapolis metro-area faced a critical recruiting problem. They needed to attract young cosmetology students to their salons, but were battling two major perception issues:
The "Chop Shop" Stereotype: Students believed Great Clips offered no room for creativity or artistic expression
The "Cog in the Machine" Problem: The perception that working at Great Clips meant being just another number, with no personal support or growth opportunities
THE OPPORTUNITY: We saw a chance to address the elephant in the room head-on by putting stylists front and center, letting them prove through their own stories that Great Clips is a place for creativity, individuality, and genuine support. The opportunity wasn't just recruitment — it was giving Great Clips stylists something to be proud of and share with their friends.
THE SOLUTION: Instead of running from the stereotypes, we leaned into them with honesty and humor by launching Great Salons Midwest, a brand-new social media presence fueled by six original content series.
6 SERIES, 60+ Videos, in 6 Months
BUCKET LIST SUPPORT
We asked stylists about their bucket list dreams, then surprised them by making those dreams happen. From sled dog racing to skydiving to MOA shopping sprees — we showed that these franchise owners genuinely invest in their people.
Stylist Advice
We captured moments where Great Clips stylists shared meaningful advice in an honest + genuine way.
HAIR HISTORIANS
Three stylists reacted to iconic (and questionable) hairstyles from pop culture history — NSYNC frosted tips, Jersey Shore blowouts, The Breakfast Club, and more. A nostalgic roast session proving some trends deserve to stay extinct.
SHORT-FORM HIGHLIGHTS
CELEBRATING MOMENTS
One-off videos for special occasions: the Great Clips Rally, Stylist Appreciation Day, graduation season, Mother's Day, and back-to-school.
SHORT-FORM HIGHLIGHTS
ASMR HAIRCUTS
We took stylists to iconic Minnesota locations (Stone Arch Bridge, Duluth Aerial Lift Bridge, Lake Minnetonka) and mic'd up their shears and clippers for peaceful, cinematic haircut content.
SHORT-FORM HIGHLIGHTS
THE GLOW UP
We interviewed people on the street about their hair confidence, then turned those conversations into mini confidence boosts and relatable content.
The Shear Truth: A CHANNEL IS BORN
Built a Community from Zero
0 → 500+ followers across all platforms in 6 months
100K+ organic views
Launched and established @GreatSalonsMidwest as a unified brand presence
Engagement Rates Consistently Above Industry Benchmarks
Facebook: 4.84% (vs. 1% industry average)
Instagram Reels: 3.86% (vs. 2.46% average)
TikTok: 3.94% (vs. 4.6% average)
YouTube Shorts: 2.24% (vs. 3.9% average)
