About the Project

Great Clips is one of the largest hair-salon brands in North America, with a franchise network of more than 4,530 locations across the United States and Canada. Working with Great Clips franchise locations, Davel Creative set out to answer the question every multi-location brand faces: how to keep the national brand consistent while making each salon feel local, current and worth a visit. The engagement spanned photo and video production, content creation, social media marketing, seasonal campaigns and lead generation through Meta and Google Ads.

The content program turned raw salon footage into scroll-stopping Reels and on-brand posts—kid-friendly cuts, clean line-ups, before-and-afters, online check-in through the Great Clips app—alongside Father’s Day, Juneteenth, Mother’s Day and back-to-school moments that built visibility and engaged the communities around each salon. Every asset was produced inside the Great Clips visual system, so the feed reads as one brand no matter which location is posting.

For lead generation, Davel ran a performance-focused campaign across Meta and Google Ads. Over one month, 39 ad variations were tested to identify the strongest messaging, audiences and cost per result, with the traffic strategy centered on link clicks that sent users from the ads straight through to the website. The campaign delivered 150,000+ in reach and 8,000 impressions, drove 500,000 click-through visits and generated 10,000 post engagements.

Credits

Date: 2024
Client: Great Clips Franchise
Project Type: Social Media Marketing
Creative Director: Elen Gasparyan
Project Manager: Tatev Hakobyan
Graphic Designers: Gor Hakobyan, Seda Harutyunyan