Case Study: Paul Mitchell Schools achieves a bold social media transformation with Ideas Collide

Paul Mitchell Schools boosts Facebook engagement 46% with Ideas Collide

Paul Mitchell Schools, a nationwide network of over 100 cosmetology and barbering schools, challenged Ideas Collide to completely revamp its organic social media strategy. The client needed a new, bold, and sexy concept that would appeal to its Gen Z and millennial audience, leverage exclusive user-generated content from its community, and increase the national visibility of its franchise brand.

Ideas Collide developed the "Bold & Beautiful" campaign, a strategy that mixed vibrant original graphics with dynamic user-generated content, utilized a rotating color palette, and prioritized video. The results were significant, with Facebook engagement increasing by 46% and Twitter engagement by 81% in the first 90 days. Within seven months, the client's Instagram account surpassed 100,000 followers for the first time. The campaign was so successful that Paul Mitchell Schools expanded the aesthetic to its website.

Paul Mitchell Schools