Mid Yorkshire Chamber of Commerce
*Insert Description*
New likes
Impressions
New followers
The Brief
To raise awareness of a new salon in Garforth, Leeds for independent beauty salon brand Beauty Matters and showcase the facilities and treatments on offer.
To raise awareness of Beauty Matters by engaging with the current and potential audiences through their social media channels.
To support the launch with the build of a new website and the creation of artwork for e-newsletters, vouchers and marketing collateral.
Approach
To showcase the new salon and raise awareness of the brand outside its current customer base, we planned a VIP launch event aimed at influential beauty bloggers, press and customers.
We invited a number of key bloggers in the surrounding area alongside approximately 70 customers and a few local business owners.
We took over Beauty Matters social media platforms in the run-up to the launch period, creating specific #BMLaunch activity to engage with followers and fans including a giveaway of launch tickets to attract new fans.
Before the launch, we refreshed the branding of Beauty Matters and developed a new website to promote their offers and support their online bookings. Along with this, we created a series of vouchers for gifts and winners as well as two e-campaigns to be used post-launch by the Beauty Matters team.
The launch event was held on a Thursday evening to maximise attendance from beauty bloggers and saw guests being given guided tours of the premises as well as demos of the equipment and new facilities which included 3D Lipo and Colonic Irrigation. Experts from the salon’s new skincare brand, Environ, were brought in to showcase the range and carry out individual skin mapping and analysis to willing participants. Mini manicures were on offer all evening to encourage a longer dwell time and interaction with the therapists.
VIP goody bags were handed out to bloggers which included full size samples of Environ products plus money off vouchers to encourage a return visit. A prize draw was also held for all bloggers offering three high value prizes to experience the new treatments.
A raffle was held on the evening to raise money for Macmillan Cancer and saw the area representative give a short presentation on the work the charity is doing in the Leeds region.
Results
Supported by ongoing press office activity, the re-launch generated coverage from all of the beauty bloggers invited as well as in key industry press.
Over the three week launch period, we achieved a total of 134,842 impressions on Beauty Matter’s existing social media channels. The Twitter account received 90 new followers with daily interactions almost tripling. Facebook saw an increase of 89 new likes with a similar increase of interactions.
Funds were raised for Macmillan Cancer Support at the event with customer ticket sales going to charity, raising a total of £361.
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