CASE STUDY: BLOW LTD
As a team of self-confessed beauty-lovers, we were excited to be appointed by blow LTD as it expanded into Birmingham, having already established a loyal customer base in London and Manchester. Bringing a range of luxurious beauty treatments from trained professionals to clients in the comfort of their very own homes and offices, the team at blow LTD was keen to tap into the local corporate and influencer market.
We were tasked with creating a six-month campaign that would shine the spotlight on the on-demand app through influencers, bloggers and key regional media. As well as initiating affiliate connections with complementary brands, companies, and networks that would cross-promote blow LTD to their fans. This also then led to supporting with the launch of its beauty bar in Debenhams, which followed later in the year.
Having tried blow LTD out for ourselves, we were instantly on board: the ability to have hair, make-up and key beauty services at home and in the office was perfect for the TeamEV lifestyle. With our knowledge of the app, how it worked and the incredible quality of stylists and beauticians on board, we set to work on a comms plan that focused on events, partnerships, reviews and PR; all to help blow LTD establish a new range of potential clients.
We identified the local corporate market as a great place to start; securing pop-ups in some of the biggest Birmingham offices. We also engaged PA groups and business networks, offering promos to their members and teaming up for big events such as annual awards ceremonies. In addition to this, we offered local beauty influencers the chance to try blow LTD out for themselves, with at-home visits as well as an invite to the brand new Debenhams bar when it opened.
Birmingham was a brand new location for the blow LTD team, so we played the perfect host and gave them an insight into the city. This included introductions to all of the right people, who could quickly become advocates for blow LTD. With just six months to make an impact, we knew the importance of working as an extension of the team, so had bi-weekly update calls, as well as regular face-to-face meetings. We also provided a monthly activity report, which provided an overview of what we’d delivered against the marketing plan.
We engaged a host of regional fashion, beauty, and lifestyle influencers to create a series of endorsements on a local level: booking them in for the full blow LTD VIP treatment in exchange for a review. To complement this, we also turned our attention to paid for campaigns with a select number of regional lifestyle titles, including an editorial in Style Birmingham featuring influencer Luisa Hackney and Instagram-celebrity pooch Hugo the Chowchow. We ran digital campaigns with SixtyNine Degrees and The Business Desk Lifestyle to drive app downloads and bookings. Alongside this, we also secured pop-ups across the city’s offices, as well as special promotions with PA and business networking groups.
The big benefit to blow LTD working with EAST VILLAGE., an award-winning Birmingham PR agency, was that we already had all of the contacts that they needed. This ‘little black book’ went way beyond regional journalists and influencers; we were able to get the brand in front of its core corporate audience through pop-ups, as well as advise them on the key city events to be tapping into. We also helped establish brand partnerships and collabs, including Hotel du Vin, Birmingham Cocktail Weekend, and Great Western Arcade.
For the blow LTD team, every week and every penny counted, so we knew the importance of measuring ROI throughout the campaign. Each activity had its own set of KPIs, from the number of posts by influencers who received gifted treatments, to database sign-ups and number of bookings following the pop-up activity. Together, we measured the success of everything that we did to ensure that it brought value back to blow’s growth strategy.
Our aim was to assist blow LTD in finding its feet in Birmingham, by building a loyal fan base via local influencers and partnerships.
We delivered a host of targeted influencer partnerships with micro-influencers including Luisa Hackney and The Ting Thing, as well as 10 targeted blogger and influencer reviews. This was complemented by coverage across our target regional media, including Style Birmingham, Bell & Smokey (now Letterbox Birmingham), and Birmingham Living; coverage that amassed over 250k reach in one week.
We secured a number of affiliate partnerships, which included makeovers for date nights at Staying Cool at the Rotunda and Hotel du Vin Birmingham; a presence at Birmingham Cocktail Weekend’s Hub, offering cocktail-inspired manicures to the festival’s 3,000 wristband-wearers; a ‘Summer Blow Out with Miss Macaroon’ event at Great Western Arcade, where guests enjoyed treatments from blow LTD, teamed with macaroons and fizz; and pre-show pampering at the Birmingham Hippodrome for its VIP previews of Hairspray.
This success also culminated in blow LTD’s Debenhams launch party, following the brand’s national partnership with the department store. Running an evening of pampering for 15 of the region’s beauty journalists and bloggers, as well as corporate influencers in the region, the event cemented blow LTD as a game-changer for the region’s beauty scene.