How Davines UK grew engagement and consumer reach with organic social media
Davines UK
Sustainable luxury hair care
Davines UK partnered with me to strengthen their organic social media and ensure it was working harder for the brand, not just ticking a box.
My role was to manage and grow their UK social presence in a way that respected global strategy while making the content feel relevant, engaging and useful for a local audience. That meant showing up consistently, creating space for creativity, and making sure organic social supported wider business goals like visibility, engagement and sales.
All of this was delivered organically, with clear communication, steady execution and a long-term view of what sustainable growth actually looks like on social media.
Introduce the starting point
When Davines UK came to me, their social media was active but not working as hard as it could.
Global campaigns were being published, but engagement remained consistently low, and there was a growing sense that the content wasn’t fully landing with a UK consumer audience. As a small internal team, they didn’t have the time or capacity to plan, create and manage organic social media at the level the brand deserved.
They needed a way to show up consistently, connect with consumers, and build momentum between global launches without adding more pressure internally.
Inconsistent performance from organic social
Despite regular posting, engagement stayed low and it wasn’t always clear what content was actually resonating with UK audiences.
Too much to manage, not enough capacity
With global campaigns, local priorities and day-to-day community management, social media became a constant balancing act for the in-house team.
A need to shift towards consumers
The audience skewed heavily toward salons and professionals, with an opportunity to better connect with end consumers and support brand growth through organic social.
Davines UK wanted their organic social media to work harder and more intentionally.
The focus was on building stronger engagement with UK consumers, supporting global campaigns with relevant local content, and creating consistency across Facebook and Instagram. They also wanted clarity. Clear goals, meaningful metrics, and confidence that social media was contributing to visibility, trust and sales.
What I did
1
I developed a clear organic social media strategy for the UK market, aligned with Davines’ global campaigns while making the content more relevant for UK consumers. This included defining priorities, content pillars, and how social would support both brand and sales goals
2
I planned and created a mix of local content, including text posts, graphics, testimonials, stop-frame videos, short UGC-style videos and photography. I also created UK-specific campaigns to maintain momentum during quieter periods between global launches.
3
I handled daily community management, responding to comments and DMs and carrying out outbound engagement to grow an active UK audience. I also worked closely with the internal team, adapting quickly to events, competitions and campaign updates as they came in.
The Results
+512% increase in impressions
+960% increase in engagement
+13.3% follower growth
+2,047% increase in brand awareness
Sustained growth, not short-term spikes
These results were achieved organically, by building a consistent, strategic presence that balanced global campaigns with locally relevant content. The focus wasn’t chasing virality, but creating momentum that could be sustained over time and trusted internally.
This growth was driven entirely by organic content. By creating UK-specific posts, adapting global campaigns for a local audience, and maintaining a consistent publishing rhythm, reach increased significantly without paid spend.
Content focused on education, product benefits, salon storytelling, and seasonal moments helped Davines reach a much wider consumer audience while still supporting professional stylists.
Alongside increased reach, engagement rose sharply. Thoughtful captions, community management, and content designed to invite conversation led to meaningful interactions, not just passive views.
Daily comment and DM responses, plus proactive engagement with relevant UK accounts, helped build a more active and responsive community around the brand.
The results you’ve delivered have been exceptional
You’re smashing it! The other day two of the KAMs remarked on how brilliant the Instagram channel is and all the interaction and engagement are! The results you’ve delivered have been exceptional, and you do it with such calm and consideration.
- Jess Symons, Davines
WANT TO GROW YOUR ETHICAL BRAND WITHOUT COMPROMISING YOUR VALUES?
Apply To Work With Me
Introduce your service
Outcome this offer provides
I work with purpose-led brands who want social media that actually works. Not just nice-looking posts, but consistent, strategic content that builds reach, engagement, and trust over time.
I handle your day-to-day social media marketing so it no longer sits on your to-do list. From strategy and content planning through creation, publishing, and community management, I make sure your social channels are active, intentional, and aligned with your values.
This is a fully managed, organic-first service designed to support real businesses with real constraints. Clear communication, thoughtful strategy, and content that helps good brands take up more space.