Beauty coworking Cuteam is:
A two-level space with high ceilings and a panoramic view. 16 places for hairdressers and colorists, 4 places for make-up artists, a manicure and pedicure area, an equipped photo studio with professional lighting, a lecture hall, a kitchen and a cafe. Separate booths for cosmetologists, massage therapists, hairdressers and nail artists. All the booths have windows.
They contacted us following recommendations as we’d already had a good result working with another beauty coworking. Without hesitation they started collaborating with us.
We would always start our work with the Market Research and Competitors analysis, we figure out what types of ads our competitors launch on Facebook and Instagram and what offers they give. Moreover, we get all the necessary info from the client to take the next step.
In the previous beauty coworking case study we used the goal “Lead Generation”. In this case we also did the same way.
We’d already had effective advertising models for this niche and examples of ads creatives.
We quickly prepared a lead form, created advertising tests, made video banners and static creatives. We agreed upon everything with the client and started testing the lead form. Though it happened so that the “Lead form” goal attracted people who wouldn’t get to rent a booth in the end, so we decided to change the strategy to get better results.
So what we chose here was the quiz marketing strategy.
It’s an easy way to entertain oneself and learn something new. Brands will use the gaming quiz dynamic to attract the audience's attention and not scare them off with the direct advertising of their projects.
The research shows that Instagram users click on 82% of quizzes their feed shows them and actively share the results afterwards. The reason for the obvious success of the format is that it doesn't require the user neither effort nor time but helps them to entertain themselves not putting their phone down. Having taken the quiz the person gets personified recommendations, alternative solutions to their problem with the help of the advertised project; a gift or a discount. Marketing specialists can cut the cost-per-lead twice thanks to this option.
We agreed upon 5 qualification questions, created a landing with the quiz where the potential client would get a bonus for taking the test.
We created the website, connected the domain with the Facebook Business Manager, installed Pixel and UTM.
Then based on the same messages we transmitted in the website and the offer, we created video and photo banners for advertising.
Then we started the campaign again.
We have learned from our big experience that it’s not a bad idea to use the strategy of ad sets at the initial ads launch when we don’t use interests at all and give the system the full freedom of campaign optimization.
In this particular case we opted exactly for the same way. We launched ten takes on agreed geos not using interests and placing it on Instagram only. We spend 30 dollars on each adset.