By Sandra Matty, Sr. Manager of Social Strategy, Sally Beauty

We didn’t set out to chase engagement. We set out to build connection. 

At Sally Beauty, social isn’t a channel — it’s a conversation. It’s where our brand earns relevance, loyalty and trust. And it’s where our community teaches us, every day, what matters to them. That’s why we’ve reimagined our approach to engagement — from reactive replies to proactive participation. And with Sprinklr, we’ve built the infrastructure to make that shift real. 

Engagement that means something 

Our audience doesn’t just scroll. They remix, reshare and recreate. When we see engagement, we don’t see a number — we see a signal. It tells us what’s resonating, what’s inspiring action and where we can add value.

Sprinklr helps us turn those signals into strategy. We use real-time listening to spot what’s trending, what’s shifting and what’s sparking creativity. Then we act — boosting what works, retiring what doesn’t and doubling down on what builds connection. 

Gen Z didn’t ask us to change — they expected it 

Gen Z doesn’t wait for brands to show up. They expect us to be in the comment section, hyping creators, reacting to trends and sounding like real people. They want brands that participate, not perform. 

So we stopped waiting. We built outbound engagement into our daily rhythm. Our team scans conversations, jumps into threads and engages with creators in real time. And we don’t just join the conversation; we help spark it. 

A funnel built on trust 

We think of engagement as a full-funnel strategy. At the top is brand engagement, where we introduce Sally Beauty to new audiences. At the bottom is customer engagement, where we nurture relationships and drive action. It’s how we build trust before we ever ask someone to buy. It’s how we turn followers into fans — and fans into advocates. 

Sprinklr powers our presence 

Our workflow is simple: Listen → Engage → Monitor.  

We listen to everything, including brand mentions, creator chatter and subtle cues from our community. And we engage when it matters — jumping into conversations, not just answering questions and monitoring, not just for performance, but for insight. 

This loop keeps us agile, informed and relevant. It’s how we stay ahead of trends, respond in real time, and build relationships that last. 

The impact is real 

By embedding engagement into our Sprinklr workflows, we’ve seen: 

• Expanded Reach: Showing up grows our share of voice. 
• Earned Relevance: Especially with Gen Z, who curate their feeds with brands that reflect their values. 
• Fostered Loyalty: People remember how you make them feel—even in a comment thread. 
• Future-Proofed Strategy: With Sprinklr’s data-backed tools, we adapt quickly to evolving expectations. 

What connection really looks like 

We rebuilt our engagement strategy not to chase metrics, but to earn meaning. Every comment, every creator interaction, every moment we show up is part of a larger commitment to relevance, trust and community.

Sprinklr helps us to operationalize that commitment. It's the infrastructure behind our agility, the system that lets us listen deeply and act quickly. But the strategy? That’s ours. And it’s built on showing up with intention, every single day.