case studies

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Sep 2, 2020

Shakandra is a spiritual teacher and holistic hairdresser who offers hair treatments in Melbourne’s North Eastern suburbs. With a range of 4 hair treatments she works with people of all ages to let their natural beauty shine!

Shakandra wanted to boost awareness of her services and engage more potential customers to book in for a holistic hair treatment. Since moving to Australia from Germany, where Shakandra had been running a successful holistic hairdressing business the aim was to attract like-minded people for an experiencing reconnecting with the four elements; earth, air, fire and water.

practiceedge first developed a new online identity for Shakandra with a fresh single landing page that was fully mobile responsive to showcase her holistic hair treatments.

Our in-house graphic designer created an online concept that perfectly represented her brand and showcased her treatments. Shakandra was furthering her online profile, so it was important that her landing page connected with the earthy colourings and elements which are part of her organic connection when conducting her hair treatments.

The earthy palette emphasizes Shakandra’s organic and connection nature with soft hues of browns and imagery that depicts the earth’s elements.

The strong call to actions allowed for easier browsing and a seamless user experience. The new landing page was fully mobile responsive backed by a WordPress CMS.

practiceedge also provided a professional videographer to create professional and video content that would engage with Shakandra’s target market.

facebook campaign highlights

Producing 185 total Facebook Ad conversions and leads in the first 3 months of campaign management

Reached 55,647 people over a 3-month period

100,500 total impressions over a 3-month period

Average cost per lead of $10.56 over the first 3 months of the campaign

practiceedge established two different conversion focused campaigns for Shakandra, one with a 50% reduction offer and the other full priced offer. Our focus was on conversions and lead generation for new clients wanting holistic hair treatments. We were tracking contact form submissions for booking requests as the campaign conversions.

Within each campaign there were two specific ad sets targeting all women within a local geographical area and an audience with specific interests between the ages of 18-50. Using the professionally recorded video as the ad content, users were able to see and connect with Shakandra from the carefully constructed ad sets.

Across the video ads we were also able to evoke user interactions with comments, shares and likes on the specific ad content.

Women within the age groups of 45-54 had the highest total number of conversions over the 3 month campaign period with 59 leads in total. The second highest age group with the highest total number of conversions was women aged between 34-44.
Women within the age groups of 55-64 had the lowest cost per conversion over the 3 month period with an average cost per conversion of $7.51. The second lowest cost per conversion was the 45-54 age group with the with an average cost per conversion of $8.90.

Women within the age groups of 18-24 & 25-35 both had the highest reach with 21300 each within the 3-month period.

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