Case Study: The Handbag Haircut – Creating a Viral Trend Without

Client: Zoë Irwin, Celebrity Hairstylist

Objective: To grow Zoë Irwin’s Instagram engagement and establish her as a thought leader in haircare trends by creating viral, shareable content organically.

Overview: The Handbag Haircut Instagram Reel addressed a common yet overlooked haircare issue—damage caused by handbag straps snagging hair. The relatable concept was paired with expert advice and a playful caption, encouraging followers to rethink their habits and consider shorter hairstyles like the Scandi Bob or Butterfly Bob.

Content Creation: I scripted the Reel to balance relatability and expertise, incorporating trending audio and visually engaging footage. The short, punchy format resonated with a broad audience.

Hashtag Strategy: Leveraged niche and popular hashtags like #HandbagHaircut and #HairCareTips to maximise discoverability.

Timing: Posted during peak engagement hours and utilised trending audios, aligning with Instagram's algorithm preferences.

Audience Engagement: Responded actively to comments, sparking further discussions and shares.

Over 1 million views on Instagram, achieved entirely through organic reach.

Featured in major publications such as Marie Claire UK, solidifying Zoë’s reputation as a trendsetter.

Initiated broader conversations about haircare habits, with followers tagging friends and sharing their own experiences.

Content Strategy: Crafted posts tailored to Zoë’s audience, blending expert advice with everyday relatability.

Trend Analysis: Identified and capitalised on emerging haircare trends.

Organic Growth Techniques: Optimised posts using hashtags, timing, and platform algorithms to ensure maximum visibility without paid promotions.

Community Management: Fostered engagement through active comment moderation and follower interaction.

Impact: The viral success of the Handbag Haircut not only grew Zoë’s audience but also demonstrated her ability to shape conversations around haircare trends. This case study highlights the power of strategic content creation and organic growth in driving digital success.