About Bombay Brow Bar

Bombay is a highly coveted nature-based beauty and wellness brand that is committed to elevating the world with love through their ancient therapeautic brow and massage practices and their holistic skin products.

Industry

Beauty & Wellness

Location

Vancouver, BC

Services

Marketing Research, Holiday Marketing Campaign

Overview

Bombay came to picnic social requesting a strategy to understand their target market and a marketing plan for their Bombay Beauty products. Through market research analysis, including an industry analysis, SWOT analysis, and social media report, picnic identified four types of consumers Bombay attracted and proceeded to provide a marketing plan for two targeted customers, with short-term and long-term conversion goals.

Approach

To jump sales and increase foot traffic at their Waterfront location, the December 2019 holiday campaign focused on two strategies for new and returning customers:

1) Increasing the number of new online users through top of funnel tactics, including promoting social media contests, such as a 12 Days of Giveaways holiday campaign, and Black Friday Sales.

2) Targeting returning customers through an email marketing campaign.

Results

Both initiatives resulted in a 20% spike with website sessions and a 10% spike in new users from last quarter. By the end of the holiday campaign Bombay Brow enjoyed over $165,000 in revenue, the highest revenue they’ve ever earned during the month of December.

Conclusion

By turning audience research into a targeted holiday campaign, Bombay Brow Bar was able to reach new customers while re-engaging its existing audience at a critical time of year. The combination of social promotions and email marketing increased website activity and helped generate the brand’s highest-ever revenue during the holidays.