For ArtistOnGo, a new service in the beauty industry that revolutionizes the business model by offering hairstylists the flexibility to rent chairs by the hour at top salons, I was tasked with establishing and evolving their brand image on Instagram and TikTok.

The primary challenge was developing a comprehensive social media strategy from scratch, as ArtistOnGo was in its initial stages and lacked existing content. Additionally, the service-based B2B nature of the business meant there were no physical products to showcase, requiring a creative approach to content creation.

My strategy centered on:

➡️Brand Consistency: Establishing a consistent brand image that resonated with both salons and independent stylists.

➡️Content Creation: Developing a fresh Instagram feed based on the new brand image, creating informative graphics, and showcasing affiliated salons through high-quality images.

➡️Storytelling: Editing and sharing video interviews with stylists who utilized ArtistOnGo, highlighting their experiences and successes.

➡️Putting a face to the brand: Producing educational and on-trend Reels, and maintaining an active presence on TikTok, focusing on hair tips, current trends, features of partner salons, and stories from stylists.

Execution: To tackle the challenge of having minimal existing content, I utilized the stories and experiences of the stylists and salons involved with ArtistOnGo while also becoming a familiar face behind the brand. This approach not only filled the content gap but also built a narrative around the brand’s impact on real people within the industry.

Results: This strategic approach significantly enhanced ArtistOnGo's social media visibility and engagement. It also played a crucial role in connecting salons with independent stylists, fostering a community of professionals seeking flexibility and growth opportunities.

Reflection: This project emphasized the strategy behind building a social media presence for a B2B brand, particularly in the service-based sector. My role with ArtistOnGo helped me grow my skillset of working with startups and how to effectively communicate a brand's value through storytelling, educational, and shareable content.