This case study outlines the strategy and initial results of establishing a social media presence for Lash Art Las Vegas, an eyelash extension artist, on Instagram and Facebook. The project focused on building brand awareness from the ground up and attracting a local clientele.

1. Project Description

Client: Lash Art Las Vegas, an individual lash extension artist.
Specialization: Eyelash extensions using synthetic monofilament fibers. Key competitive advantages include high-quality, hypoallergenic materials, a guarantee of up to 3 weeks, free correction within 3 days, and proximity to the target audience. The service is priced lower than competitors.
Geography: Las Vegas, Nevada, USA.
Social Networks: Instagram, Facebook.

 
2. Target Audience and Personas

A detailed analysis of the niche led to the development of two key audience personas to guide content planning:

Primary Audience: Women aged 21-50 with an average to above-average income. This group values an attractive appearance and seeks high-quality, long-lasting eyelash extensions from a regular, trusted artist located conveniently near their home or work. They are also interested in correcting damage from previous cosmetic procedures. Their key locations are Las Vegas, specifically Spring Valley, downtown, Summerlin, Enterprise, and Paradise.
Secondary Audience: Women in the same demographic (21-50, average to above-average income) who require lash extension services for specific, one-time events. This includes brides, women attending important events, and professionals in the modeling, photography, or entertainment industries who need to look perfect for a special occasion.

 
3. Content Rubricator and Publication Strategy

A structured content plan was developed to engage the target audience and systematically build the brand's online presence.



Content Rubrics: To organize posts and simplify navigation, the following categories were created:

#LashArtLasVegas_portfolio: Commercial content showcasing examples of work.
#LashArtLasVegas_promo: Posts announcing promotions, contests, and discounts.
#LashArtLasVegas_tips: Informational content with tips on eyelash care.
#LashArtLasVegas_BA (Before/After): Commercial posts and Reels showing the process and results.
#LashArtLasVegas_Info: Informational posts about new extension methods and materials.
#LashArtLasVegas_reviews: Professionally designed customer testimonials.


Hashtags: A two-tier hashtag strategy was implemented. A base hashtag, #LashArtLasVegas, was used for general branding. Additionally, a set of general and geographically specific hashtags was used to attract a wider audience, including #lashmakerlasvegas, #lashvegas, #lashextensionlasvegas, #lasvegasspringvalley, and others.




 
4. Visual Account Design


A cohesive visual identity was created for the brand's social media accounts. This included:

Post Templates: Unique design templates were created for each content rubric (_portfolio, _promo, _tips, _BA, _reviews, _Info) to ensure a consistent and professional look.
Profile Elements: Two avatar options, a Facebook cover photo, and a structured profile description were developed. The bio highlights key selling points: "7 years experience," "Hypoallergenic materials," and "Warranty and free correction".
Instagram Highlights: A set of highlight covers was designed for key sections: Portfolio, Price, Recommendations, Reviews, and Certificate.

 

5. Results and Metrics (March 27 - April 22)

The initial reporting period from March 27 to April 22 shows the foundational results of the SMM launch.

During this period, 15 posts were published on both Instagram and Facebook. Additionally, 26 Stories were published on Instagram.