Arrowtown Hair (now Revolver Hair) under the same ownership as Paper Not Foil, was a sustainable and upscale hair salon in Arrowtown, NZ with demographics geared toward clientele interested in hair and beauty, aged 20 - 50. The business wanted to scale their online sales through appointment bookings and e-commerce website.
About Arrowtown Hair Co.
Marketing Strategist
April 2020 - August 2023
Dunedin and Arrowtown NZ ( Remote)
digital communications strategy, e-commerce, brand development, brand building, social media curation, copywriting, SEO, Google Analytics 4, email marketing, Meta ads, partnerships and ambassadors, international influencers
skills involved:
core responsibilities:
Conducted monthly content ideation for organic content pieces, paid ads, and email marketing.
Organised digital briefs that were sent through to content producer to generate and edit various types of media.
Scheduled content using the nominated platforms and analysed digital trends to inform strategy development.
Prepared insights and generated reports to continuously find best practices for social optimisation and discover ways to maximise engagement, traffic, and revenue.
Spearheaded the successful launch of the salon e-commerce website resulting in increased online sales during the first month of its launch.
Arrowtown Hair Campaign: E-commerce Roll-out, July 2023
The client wanted to expand sales online throughout New Zealand by introducing a Shopify-based storefront carrying Davines hair products
Project Description/ Goals
Creative Process and strategy
Design and implement strategic campaigns to drive audience to the online shop, including:
Sneak peeks on IG/FB stories with EDM signup link
EDM launch + special promo
Instagram and Facebook ads with compelling copy and CTA
Conducting a giveaway
Arrowtown Hair - May 2023 Digital Performance
Project Description/ Goals
To increase awareness of Arrowtown Hair and drive traffic to their website
Results
795 new users (53% from Organic Search)
48.81% engagement rate (with Referral traffic at 72.41%)
5,693 total events tracked
Insights
SEO strategy contributed significantly to discovery
Referral traffic, though small, was highly engaged
Opportunities identified in improving Direct user engagement
Arrowtown Hair Social Media Management
Project Description/ Goals
To develop and manage the social media presence of an eco-conscious salon nestled in the heart of Arrowtown.
Crafted a cohesive content strategy highlighting the salon’s commitment to sustainability, natural beauty, and community values.
Creative Process and strategy
Curated and scheduled engaging posts across Instagram and Facebook, showcasing eco-friendly products, hairstylists highlights, UGCs, behind-the-scenes, client transformations, hair inspos, and the scenic charm of Arrowtown.
Implemented brand-aligned visuals and storytelling to grow audience engagement and local visibility, resulting in increased salon bookings and strong community connection.
Arrowtown Hair Campaign: Brand Story Video, June 2020
As my first major project, I collaborated with the owner, salon manager, and content producer to create a brand story video sharing the salon “WHY'“ with the community.
The video was shared across Facebook, Instagram, AH website (now all defunct) and YouTube, and was greatly instrumental in reaching targeted audience in the area.
Contributed in developing ideas and content plan creation, running Facebook ads, as well as liaising with third party vendors.
The budget allocated for this BSV was NZD $700.