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Drive bookings for upscale spa with new, younger audience

Services

 Audience Intelligence, Digital Media, Social Media, Outdoor, Elizabeth Arden, Red Door Spa, Spa, Mynd Spa, Health, Wellness, Health and Wellness Advertising, Case Study

Summary

Objective

Objective

Objective

Red Door Spas has been a market leader in the prestige day spa and salon category, but experiencing a decline in guests and market share year-over-year. Strong category growth and consumer interest in spas forced Red Door Spas to pivot or die.

Insight

Objective

Objective

 High-value prospects for Red Door Spas are far more likely to be younger and ethnically diverse than current Red Door Spa guests.  This shift is fueled by a rising middle-class of young multicultural females who prioritize personal care services.

Strategy

Strategy

Strategy

Red Door Spas shifted their in-store experience and marketing messages to be more contemporary, inclusive, premium, and youthful.  Simultaneously, communications needed to shift to be much more digital and localized to the new target audience.

Approach

Strategy

Strategy

We took a performance media approach to drive both online reservations and e-commerce of gift cards by using a combination of search, social and programmatic (with some outdoor) to target our new prospects within a radius of each of the 28 locations. 

deliverables

results

+87%

+80%

+80%

Increase in sales of gift cards online.

+80%

+80%

+80%

Increase in sales of services/bookings.

+38%

+80%

+38%

Increase in share of new guests to site.

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