campaign flow

The campaign flow

The campaign flow

The ‘Let’s go inside’ GIPHY’s will be used in sponsored Instagram stories. The GIPHY’s will popup while the users are scrolling through their stories, using the full mobile screen as a distraction-less canvas. 68% of people become more interested in a brand or product after seeing it in a story 14 .

tease 1.1

All the textual images will contain little fragments of the podcast, in text, and in sound. A one-minutepreview will trigger curiosity. The link in the bio and in the description of the posts will bring the viewer directly to the designated podcast.

Treatwell’s Instagram account, is linked to its Facebook page. The stories and posts will be linked directly to theirpage, in order to gain more interest. A new tab has appeared on the left sidebar: ‘podcast’, which will have a direct link to the podcasts channels ofTreatwell. A mix of text and images is common at the Treatwell Instagram pages. By using the same color palette as the application-extension, it will look familiar, sophisticated, and fresh.The text will contain inspiration and inviting quotes from the podcasts to trigger the viewers’ curiosity.

1.2 tease

The campaign is rolled out, the customer is aware:it’s time to make the podcasts available on the website and within the application. Instead of booking a regular treatment, the visitor will be able to schedule their podcast into their digital agenda (either linked to Google or to Apple).

release 2.1

Meet the girls!

In order to maintain the buzz around the Let’s Go Inside campaign, Treatwell macro-influencers who share the beauty behind theirroutines.Using a handful ofpositive, will help Treatwell reach a broader and wider audience. Besides gaining more #mybeautybehind, Treatwell will grow in the sense ofpersonality, intimacy, and

@beautygloss (603k)

Mascha is the first well-known beauty-blogger from the Netherlands. She is known for her realness and believes in equality in every sense of the word. Now that she’s pregnant, she’s even more hooked on self-care. Besides being a mom-to-be and a vlogger, she also launched her own ‘Mascha Planner’.

macro-influencer

@joannvdherik (176k)

‘If you’re lucky enough to be different from someone else, don’t change’ is Joann’s Instabiography. Joann is a UK based plus-size model, who’s not shy about showing offher beautiful curves. She’s a straightforward, positive girl who suppor ts, motivates and brings happiness in the lives ofher followers.

macro-influencer

@maan.de.st (874k)

Maan is only 23 years old, but already managed to receive a Golden Record. She is popular amongst teens, but not just because of her talent for singing (and acting!), but for sharing real thoughts and real images: makeup-less, full in tears, you name it. Maan shows her inner beauty to influence her audience.

macro-influencer

Treatwell will be using micro-, and positive,self-caring influencers more awareness with the shared and accessibility.

release 2.2

@whoisthatblonde (52k)

Lynn is an inspirational girl with more than just a passion for inner beauty. She’s using her looks and brains to level up her game. Being honest about practically everything in life, from health to explaining her Instagram filters, she distinguished herself as a trustwor thy, wholesome person.

micro-influencer

maintain 3.1

Meet the salons!

Treatwell’s customers aren’t just the people who visit the salon, the salon itself is also customer at Treatwell. An impor tant aspect, we should not forget to mention within this campaign.To suppor t the beauty branch in these times of crisis, Treatwell will show the beauty behind the scenes of the salons. Besides, these are the people who inspired and provided the information for the podcasts. ‘Meet the faces behind the podcast voices’. A personal and intimate relation between Treatwell and the salon, the salon and the customer, plus Treatwell and the customer will be highlighted in this aspect of the Let’s Go Inside campaign.

maintain 3.2

While most people are still avoiding the city center, the local parks are becoming more crowded. Even people who never went for a run outside put on their running shoes and dive into the closest city-park. To trigger the target groups’ interest as well offline as online, the previous mentioned GIPHY’s are used as posters on abri’s near local parks and hiking trails