Toni & Guy.
From local awareness to a structured digital acquisition system.
Context & Objective
TONI&GUY Italia, founded in Milan in 1997 by Sergio Carlucci and Charity Cheah, represents one of the most respected names in the global hairstyling industry, with over 475 salons in 48 countries.
For the Italian Academy, the goal was to attract new students and promote courses that had not yet received strong visibility. The challenge was to generate leads while transforming awareness into real enrolments, achieving measurable results with a limited budget.
The Challenge
The Academy needed to reach potential students, positioning its new courses effectively in a competitive environment.
The key obstacles were:
Low awareness of certain niche or advanced programs.
Inefficient previous campaigns, with scattered visibility and no clear funnel.
Limited tracking on conversion sources.
The objective: increase qualified leads while reducing acquisition costs, ensuring every euro spent worked toward tangible enrolments.
The Approach
As a strategist, we restructured the campaign logic from the ground up, moving from visibility to a system designed around intent, clarity, and conversion.
Technical Execution
Created a campaigns strategy to cover all relevant search queries. From general education terms to highly specific “hairdressing academy” searches.
Developed a dedicated landing page with a clear structure, intuitive navigation, and a lead magnet (course brochure) to capture interest.
Optimise by device and schedule, focusing spend on very high-performing segments.
Strategic & Leadership Focus
Introduced a performance measurement framework, shifting focus from impressions to actionable KPIs: conversion rate, cost per lead, and ROI.
Collaborated with the Academy team to streamline follow-up processes, ensuring leads were managed quickly and effectively.
Established a culture of experimentation, where campaign results directly informed next steps rather than static assumptions.
Results
Conversion Rate: +10.21%
Total Conversions: +292%
The campaign achieved record-level efficiency, combining better visibility with lower costs. This is proof that structure and clarity outperform ad volume or spend.
Impact & Learnings
The success of the TONI&GUY Academy campaign stemmed from clarity of intent: defining the right target, message, and flow before scaling.
This case became an early example of how a well-structured digital funnel can convert brand prestige into measurable business results.
