Growing awareness for premium beauty products and training for beauty salons

Project summary

Re:New Beauty are the official suppliers for Bio Sculpture gel in Britain. Our work with Re:New focused predominantly on promoting the Bio Sculpture brand, whilst increasing the number of enquiries and sign-ups to the Bio Sculpture training.

Bio Sculpture don’t sell directly to the consumer, they sell through certified technicians who understand the brand. MintTwist’s role was to target new potential technicians that want to become Bio Sculpture certified.

A household name in South Africa, Bio Sculpture wanted to grow in the British market with a view to expanding further into Europe. The brand wanted to expand the number of nail technicians in Britain and educate the market about their point of difference.

Project objective

The objective was to create a digital marketing strategy that would create a sales and marketing funnel for the business; driving B2B (prospect nail  technicians/sellers) enquiries and consumer enquiries  (which are passed on to qualified specialists).

The strategy

We adopted a dual approach to meet the objectives. We decided to run campaigns to increase brand awareness and increase demand for Bio Sculpture gel by customers. Our aim is that people who have an interest in the nail and beauty industry are familiar with the brand and with its USPs.

In parallel, we ran campaigns to attract potential nail technicians and beauty professionals to join the Bio sculpture community and sign up to become certified nail technicians.

We used targeted Facebook, video and image ads to create awareness amongst the target market by driving B2B prospects to a B2B landing page and consumers to a product enquiry page. We also used PPC to generate conversions by driving B2B searches to a B2B enquiry page.

Additionally, we setup a management reporting system with the help of Google Analytics to track awareness and conversions from the above and the associated organic search, email and direct marketing channels.

Creating awareness

Facebook and Google PPC are the primary channels used to drive direct B2B and B2C conversions (nail technician sign ups). The strategies for these two platforms complement each other to ensure we are capturing potential clients at all stages of the consumer journey.

The nature of digital is that there will be a continuously improving set of results until the funnel is filled up with awareness audiences, prospects and sales opportunities – this fact is helping the numbers to continue to grow at 34% increase in leads and 31% increase in relevant traffic.

The result

In 2018, the MintTwist campaigns have helped create awareness for both B2B and B2C audiences with high engagement rates and with many social media ads generating over 400 interactions.

Bio Sculpture has also seen a 31% increase in relevant, high quality traffic year-on-year with a 34% increase in leads year-on-year. The MintTwist campaigns have generated 11.4% of the total revenue (for new training sign-ups) in 2018.

And so...

Bio Sculpture has not only seen great engagement rates on the ads we ran but the number of enquiries has exceeded those of the previous year.

Through our work with Re:New beauty (not only working on Bio Sculpture, but also essence glitter and Mud Makeup), we have collected a great deal of audience insights and consumer behaviour within the beauty industry particularly in nail care and makeup.