Taking a look at the impact across the Pigtails & Crewcuts Franchise system, we saw a staggering increase across the board when comparing metrics in 2025 vs 2024, before and after introducing video system wide.
Increase in reel views on Instagram
Increase in total post views on Instagram
Total post views across Instagram + Facebook
To meet growing demand for video content across a national franchise, we developed a quarterly video production system, turning one shoot into months of strategic, ready-to-use content for salon owners while creating a scalable, repeatable marketing engine.
As the marketing agency for Pigtails & Crewcuts, we support ongoing social media efforts across the franchise network. Short-form video continues to dominate performance on social media, and salon owners began asking for more Reels to supplement their content.
Before developing a formal system, our team was managing video production in a more ad hoc way, often stepping in as producers, directors and videographers all at once. While this allowed us to create content, it wasn’t sustainable. It limited how much content we could capture and deliver efficiently.
While the original ask was for more videos, we quickly realized the real need was a sustainable, repeatable video process that delivers consistent, high-quality video at scale to be used across multiple locations, teams and campaigns.
Without a system in place:
We developed a quarterly video content system designed to scale across the franchise.
Each quarter, we partner with our videographer, Rees Media, to plan and execute a strategic content shoot that fuels the next several months of marketing.
Acting as directors and producers, our team leads the process end-to-end:
This is a highly collaborative system combining:
After each shoot, we transform raw footage into a library of assets, including:
This approach not only produces new content, but it also builds a content reservoir that can be tapped into as needed while we develop marketing materials.
With a system in place, Pigtails & Crewcuts now has a consistent, scalable approach to video content across its franchise network.
Most importantly, this system transforms video from a one-off effort into a reliable marketing engine, supporting ongoing engagement, visibility and growth across the franchise.
Since implementing the video system, Pigtails & Crewcuts has seen significant growth in video performance and content consistency across the franchise. On Instagram alone, Reels views increased by 193.6%, while overall post views grew by 88.2%, showing the impact of having a steady stream of strategic, video-first content. Across Facebook and Instagram combined, franchise content has generated over 4.6 million views, dramatically increasing brand visibility and opportunity for engagement.
“One of the biggest benefits of this video system is consistency. Our franchisees now have access to a reliable stream of high-quality content that supports both national campaigns and their day-to-day marketing efforts. It’s helped take pressure off salon owners while elevating the brand as a whole.”
The impact has been especially noticeable at the local level. On Instagram, South Carolina salon locations experienced a 150.7% increase in Reels views alongside a 111.2% increase in total views, demonstrating how scalable video systems can support both franchise-wide growth and individual location performance.
