Challenge

Monte Durham is the star of the TLC reality TV series, “Say Yes to the Dress Atlanta,” who launched his own eponymous line of hair care products. He needed to migrate his fan base from wedding dresses to the hair care & style space in advance of opening a new hair salon in September 2020. The salon also needed a website allowing clients to book online and brand collateral to explain services and promote the new business.

Solution

The Gigawatt team implemented a digital media strategy that combined regular organic content with fully produced video content, paid ads and boosted posts across Facebook, Instagram and YouTube, along with a redesigned Amazon.com store.  We also updated MONTE’s package design. The Salon Monte site’s soft neutrals and textures matched the elegant feel of the salon and allowed the Monte red to pop. Custom illustrations were created to bring visuals to hair style icons. Users are able to easily book appointments and brand collateral expanded on the salon’s services.

Results

In just over six months, we grew Monte’s Facebook followers from 39k to over 140k, and doubling monthly sales of MONTE products through his Amazon store.  More than 68k people watched the Facebook Live stream of the new salon’s ribbon cutting with Monte and the mayor of Alexandria, Virginia.