Tasks:

• Increase the number of target leads.
• Improve the quality of leads.
• Reduce customer acquisition cost by 2 times.
• Enhance social media profiles to build audience trust.

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Action Route:

Analysis and Research:

• Conducted a market analysis of Canada to adapt strategy to local preferences and trends.
• Studied the target audience's needs and competitors' approaches to define customer preferences in the beauty industry.
• Developed brand positioning, visual style, and communication strategy focusing on the uniqueness of services and exclusive offers.

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Social Media Strategy:

• Chose a soft color palette and neat typography to create a professional and trustworthy brand image.
• Developed a content rubric focused on the advantages of services and the professionalism of the stylists.
• Optimized the profile to highlight the stylists' experience and expertise as leaders in the beauty industry.
• Created and produced video content, testing different formats (videos and static images) for posts and advertising.

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Traffic Generation Tools:

• Launched targeted ads on Facebook and Instagram to attract ideal clients.
• Optimized the unique selling proposition (USP) to boost interest in services.
• Set up special offers for cold audiences and remarketing campaigns.
• Collaborated with bloggers and UGC creators to raise brand awareness and produce content.
• Implemented a loyalty program for returning customers, with retargeting for repeat sales.
• Sent mass DMs through Instagram Direct to inform about special offers.
• Provided recommendations for lead handling and improved sales scripts to increase conversion.

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Results:

• Reduced the cost per lead from $11 to $4.
• Improved lead quality, increasing conversion to service purchases by 4 times.

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