Milváli Salon & Cosmetics
Milváli Salon, a high-end beauty salon in the Bay Area, needed a stronger online presence to boost brand awareness, drive engagement, and turn followers into bookings. Their Instagram was flooded with fake followers, which tanked their credibility and killed real reach.
Over 3 months, I rebuilt everything — launched a full content system, activated the team, and crafted a brand presence that finally reflected the quality of their in-salon experience.
From fake followers to a real, engaged brand presence.
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The Problem
When I stepped in, Milváli’s Instagram was bloated with fake followers and barely reaching anyone. Engagement was low, content was sporadic, and the feed lacked any real strategy or identity.
The team didn’t have the bandwidth to post consistently, and there was no system to support the brand’s long-standing reputation as a family-first, luxury salon. Stylists weren’t involved, there was no voice, and nothing about the account reflected the business they’d built over 20+ years.
We had to start from scratch — and rebuild everything.
The Plan & Execution
To bring Milváli’s Instagram back to life, we needed more than content — we needed a system.
I built a full-stack social media strategy rooted in 4 core content pillars and centered around high-impact video. But this wasn’t just planning on paper — I ran point on everything: strategy, production, execution, and team coordination.
Posted 5x per week with a Reels-first strategy and community-focused content
Filmed, edited, and produced every asset in-house — stylists, estheticians, and behind-the-scenes
Partnered with 2 local influencers whose audiences matched our exact clientele
Rewrote the Instagram bio, created branded Highlights, and designed Canva templates to modernize the feed
Led daily outbound engagement to build local visibility and brand trust
Managed stylist participation and navigated around client filming sensitivities
Collaborated directly with ownership to spotlight service packages, values, and in-salon culture
Execution Breakdown
Results
In just 3 months, Milváli went from inconsistent posting and zero direction to a polished, high-performance feed that actually built momentum.
The growth was real, organic, and aligned with the brand’s long-term goals — not just empty vanity metrics.
✔ 62,757 total views
(+50% month-over-month growth)
✔ 177 real Instagram followers (steady growth of ~40/month)
✔ 22.9K monthly views &
495 profile visits
✔ 154 shares, 357 comments, 1,151 likes (high engagement for account size)
What the Client Said
“Working with Zack has changed the game for us. Staff engagement has exploded, and our online presence grows every day. His eye for content, his creativity, and his humor — all of it shows up in the work. We finally have a digital presence that feels alive. Highly recommend!”
– Jessika Adams de Vazquez – Milváli Cofounder
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