Refreshing a long-standing brand and making it relevant for millennials.
KidSnips is Chicago’s top kid’s hair salon, founded over 22 years ago by two moms who wanted to create a kid-first salon where the stylists loved kids and really knew how to cut their hair. A salon where parents and caregivers could get a great haircut too, and maybe pick up a toy or hair care product so they could check a few things off their to-do list. They quickly grew but three years ago, they found themselves surrounded by stiff competition that was also growing and with a brand and marketing that hadn’t been keeping up.
Through research, our SmallGood team helped them articulate a new brand purpose: “keeping childhood fun for everyone.” This led to a refresh of their brand identity, making it bolder and more authentic to who they truly were. We updated their voice and messaging and brought it more in line with what mattered to parents and caregivers today. And we brought forward the stories and actions of the good work they were doing to support kids with autism, down syndrome, and special needs.
To revitalize their marketing, we developed a strategic plan and cohesive social media strategy. The media plan
focused on business growth and increased efficiency, accountability, and transparency. We breathed new life into their marketing through “can’t miss me” creative - monthly emails, blogs, postcards, and store signage. Monthly organic and paid social media leveraged breakthrough animated ads and videos. All of it speaking to busy parents and delivering promotional messages as well as positive, uplifting, and encouraging ones.
Along with driving more efficient leads, increasing their conversion rate, and decreasing cost per conversion, our insightful plan and fun creative content has increased engagement in search, social, grown their client base, and has even helped with recruiting and reinvigorating their staff.