Objective: Boost House of Handsome Barbershop's visibility and elevate gift card sales for Father's Day.

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Strategy:

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• Target Audience: Individuals aged 20-50 seeking distinctive Father's Day gifts.
• Platforms Used: Facebook, Instagram, In store marketing.
• Key Messages:
• "Spoil Your Man" - aimed at partners looking to pamper their significant others.
• "Give Your Father a Gift Card" - focused on individuals wanting to gift their fathers a memorable grooming experience.
  

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Campaign Elements:

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• Dual Ad Sets:
  • "Spoil Your Man" Ad Set: Crafted romantic and appealing visuals and messaging to encourage partners to treat their men with a luxury grooming session.
  • "Give Your Father a Gift Card" Ad Set: Utilized heartwarming and nostalgic imagery and narratives, focusing on gifting a unique experience to fathers.
• Social Media Drive: Launched themed posts and stories aligning with both ad sets, creating diverse engagement opportunities.
• Email Campaigns: Designed separate email campaigns tailored to each ad set, emphasizing the unique value proposition of each.
• Father's Day Special Offer: Each gift card purchase included a complimentary grooming product, adding value to the gift.
• In-Shop Promotions: Displayed dual-themed promotional materials and trained staff on the specifics of each offer to maximize upselling opportunities.
  

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Results:

• Targeted Engagement: Both ad sets resonated with their respective audiences, leading to an increase in overall social media engagement.
• Gift Card Sales Milestone: Surpassed the sales goal with a 60% increase in gift card purchases, evenly split between the two ad sets.
• Email Campaign Success: Distinct email campaigns had a combined open rate of 22.5% and a click-through rate of 2.1%, directly influencing gift card sales.
• Effective In-Store Promotion: Notable increase in in-store gift card purchases, with many customers citing the specific ad set that influenced their decision.

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