Hair colourist case study: growing an Instagram business in Prague

From 0 to 800 Instagram followers and 80 new clients

Comprehensive promotion of a Prague hair colourist: from a brand-new Instagram profile to a steady flow of clients

1. Build out the Instagram profile with very few finished-work photos available — a key challenge when presenting a hair colourist. This included post design and copy, plus custom Highlight covers.

2. Attract followers and clients to build a client base. At the start, the stylist had no clients coming from Instagram.

Target audience — women aged 20–40 who take care of their hair. In the first month we focused mainly on Russian speakers because the stylist spoke Russian. From the second month, we also targeted Czech speakers.

Audience and competitor research; prepared the profile for paid traffic and identified key advantages

We researched the market and target audience, then chose not to make the profile look overly polished.

We used simple templates so potential clients would not suspect that an agency was managing the profile.

Clients later said the profile “felt trustworthy,” as if the stylist had been running it herself all along.

Preparing Facebook Ads campaigns

Once the profile was ready, we developed a strategy and several ad formats. We split services into two groups: hair treatments and colouring. This helped us allocate less budget to lower-priced treatments and focus more on colour services.

We targeted women aged 23–40 across Prague, with separate Czech- and Russian-speaking audiences.

Launch and initial analysis

We tested the stylist’s main services and matched ads with targeting settings to meet KPIs without losing the quality of enquiries.

Scaling

We refined Instagram and Facebook campaigns, keeping profitable ad sets that brought in followers and enquiries from potential clients through Direct messages.

We increased the budget to €400 per month.