Toni&Guy Malta Case Study

Toni&Guy Malta Case Study

Toni&Guy Malta Case Study


Since Zheta International was awarded with the revamped design for Toni&Guy Malta’s website in 2011, the company has expanded its corporate image and its reputation in Malta as the fashion-forward expert in global hair styling trends. The website’s informative and accessible look coupled with the synonymous Toni&Guy brand has seen a steady growth in visits, particularly from search engines, yet Toni&Guy Malta’s Chairman Gordon Mayo was keen to explore new options to attract the younger generations to Toni&Guy, to invest in one of their services, or to potentially pursue a hairdressing career with Toni&Guy.

When Zheta International suggested the utilising of Social Media to boost the website’s visits and its reputation, the Managers at Toni&Guy were intrigued at what this new marketing strategy could do.

Zheta International took control of this social media project, analysing and researching to gain an understanding of the industry and its target market, adopting the best marketing approach yet with a minimal budget. With only a limited budget spent on some well-targeted and branded advertisements on Facebook, Toni&Guy soon realised value for money, and saw their sluggish and relatively inactive Facebook Page transform into a hub of social activity, where users were communicating, sharing ideas, and enquiring regularly.

Zheta International’s idea was to give users a strong incentive to ‘Like’ the Page and become active in its social circle, and this was done through the creation of weekly style features, product news and interviews with many of those working inside Toni&Guy salons in Malta. Aside from this, Zheta International collaborated with Toni&Guy Malta to create monthly competitions, inviting users to share and promote the Page, thus sharing it to a much wider audience.

These competitions provided any user who liked the Page or shared its content with a chance to win some exclusive Toni&Guy prizes, from a makeover and photo shoot to exclusive vouchers for all Toni&Guy hairstyling services. No one expected such a rapid and instant surge of activity on the Page; within the first two weeks of the June campaign the Page saw 370 new likes, and since then has grown to 2,022 Likes. Facebook now contributes for 40% of the website’s referral visits.

Numerous companies underestimate the importance that social media plays in the daily lives of most of us, and the correct integration of social media platforms and well-placed, strategically planned online marketing campaigns can greatly boost a brand’s familiarity, visibility, and gives users a more social environment in which to interact with a brand. Posting on Twitter, Facebook, LinkedIn and Google+ allows users to directly interact with the brand in question, receiving instant feedback and increasing return on investment.  Toni&Guy Malta fulfilled its aim of upkeeping its professional image, whilst directly targeting its young and enthusiastic worldwide audience.

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