How a National Salon Brand Revitalized Its Marketing Across Ontario

The Challenge

A well-known salon brand with 50 locations across Ontario came to us with a challenge: their brand had lost some spark. While their loyal clients loved the convenience, the salons weren’t standing out, especially against newer, boutique-style competitors. Their stylists were talented but didn’t feel confident promoting themselves online, and each region’s social media felt a little disconnected.

They wanted to change that, to bring pride, consistency, and excitement back to their brand, both for clients and for their stylists.

The Strategy

We got to work creating a strategy that blended structure with personality. The goal was simple: make each location feel local, authentic, and alive.

Here’s what we did:

Local-first social media: We launched regional pages so each salon could connect with its own audience, and stylists could shine in their community.

Stylist content training: We taught stylists how to capture and post great photos of their work. One stylist told us, “I took the tools I learned from New Valley and built a social media presence that actually brings clients through the door asking for me by name.”

Consistent content calendar: We built out a brand-wide calendar that made it easy to keep up with posting, promotions, and engagement.

Targeted Meta ads: We used data-driven campaigns to reach new audiences while keeping the message unified across Ontario.

Internal systems: We created a central hub for coupons, visuals, and brand guidelines so everyone was aligned and ready to go.

The Results

Brand Reputation

• 1,874 new reviews (a 15.4% increase) in one year
  
  

• Average star rating improved from 4.5 to 4.6 across regions
  
  

Clients weren’t just noticing, they were talking. Salons started to see reviews highlighting friendly service, quality colour, and atmosphere.

Client Growth

• 58% coupon redemption rate (well above the industry average of 30–40%)
  
  

• Several locations saw 40+ new clients in just four months
  
  

• Noticeable growth in colour services and repeat visits

  
  

Stylist Engagement

• 14 active regional Facebook and Instagram pages
  
  

• Average +16% follower growth and +222% reach increase
  
  

• 18+ weekly posts plus consistent Google Business updates
  
  

Stylists began taking ownership of their online presence, building confidence, and creating buzz in their communities. The result? A ripple effect of pride, professionalism, and creativity.

The Value Add

We didn’t stop at social. Our partnership included:

• A custom coupon site and easy-to-follow brand guide
  
  

• Print and digital ad design for campaigns and in-salon marketing
  
  

• Meta ad management across multiple regions
  
  

• Monthly reports and quarterly strategy sessions to keep things fresh and aligned
  
  

It wasn’t just about growth. It was about creating a repeatable system that worked with their team, not around it.

The Impact

This collaboration turned things around quickly. The salons gained new visibility, the stylists felt empowered, and the communities started engaging again.

The real win? The culture shift. Stylists who once felt unsure about posting are now proudly showcasing their work, engaging with clients online, and fueling the brand’s success from the inside out.

Because when your team feels proud, your brand starts to shine.