Toni & Guy faced declining engagement and relevance among its core audience of women aged 35–60, as well as challenges reaching younger demographics. With lower posting frequency and limited online visibility, the brand was struggling to compete in a saturated market against aggressive competitors.

Furthermore, without a website to act as a managed platform, Toni & Guy lacked the digital foundation needed to rebuild organic traffic and convert past loyalty into current sales.

Content Rebels executed a multi-faceted strategy to revitalise Toni & Guy's online presence. We increased social media posting frequency by 75%, focusing on engaging content types like reels and user-generated content (UGC) to enhance visibility. To align with the brand message "Held to a Higher Standard," we developed content pillars emphasising self-confidence, salon-quality products and problem-solving solutions.

A robust paid advertising campaign on Meta and TikTok targeted visibility and engagement, while a new website with user-friendly navigation and SEO-optimised content was designed to drive traffic and conversions.

To amplify reach, we overhauled the website’s information architecture, optimised landing pages for targeted keywords, and ran messaging workshops to ensure alignment.

The strategy reinvigorated Toni & Guy's digital presence, helping the team reconnect with their audience and tap into new markets like Gen Z and younger millennials.

Social media efforts generated meaningful engagement, while the new website design has incorporated all elements of the brand strategy to ensure a cohesive look.

The team now has a streamlined framework for content production and marketing, enabling sustained growth and relevance in a competitive market.