#4 case

BeautyMed

Cooperation period:
Dec 2018 – Feb 2021 (26 months)

Project description:

The BeautyMed company, based in the Kyrgyz Republic, provides educational and professional development courses for beauty industry professionals. Additionally, the company acts as an official distributor for several reputable international brands specializing in professional cosmetics, such as Alfaparf, Ollin, Keune, GIGI, Magiray, and Italwax.

Our main goal was to attract new clients who are either new to the beauty industry or experienced professionals. The project's primary objectives were to increase brand awareness, enhance customer knowledge of services, establish brand loyalty, and increase sales revenue.

WORK PROCESS

Firstly, a digital resource audit was conducted, which involved collecting and analyzing statistical data from Instagram, Facebook, and the company's website. The brand's identity was assessed for graphic consistency. Published messages were checked for informativeness and audience engagement.

Secondly, a market competitor analysis was performed, which involved collecting data and researching the top ten competing companies in the Kyrgyz Republic. Our team analyzed the range of services offered by the competitors, their social media activity, and their pricing policies to favorably emphasize Beauty Med's unique selling proposition.

Thirdly, a marketing strategy was developed, which involved creating a customer profile, segmenting the sales market, conducting a SWOT analysis, and developing an AIDA model. We developed a marketing strategy that would be consistent with BeautyMed's core values of professionalism, innovation, and commitment to career development. Content format requirements were established and agreed upon with the client. The existing pricing strategy was also improved, and consumer loyalty programs were introduced to increase customer retention.

Fourthly, content development, publication, and promotion were executed with a creative approach and precise calculation at the same time. This stage involved media planning, video and photography content creation, graphic content processing, copywriting, paid advertising campaigns, and communication with the audience. We highlighted the feedback and achievements of clients, illustrated the learning process, and showcased the skills of the academy's instructors, with the aim of fostering customer loyalty. More than 60 public relations events were held during the period of cooperation.

Lastly, the results of the marketing activities were analyzed, and KPIs were monitored to make necessary changes to the strategy for further brand promotion. Regular reports were submitted to the client to clearly demonstrate the results of our work.

RESULTS:

As a result of the project, there was a positive ROAS, 30+ leads per day in Instagram DM, 10+ leads per day on the website, an increase in the number of comments on publications, Increased traffic to the website, and an increase in sales volume. During the project, BeautyMed became the most significant player in the beauty industry training market in Kyrgyz Republic.

The project's achievements include the establishment of the most famous beauty course in the country with 60,000+ followers on Instagram, the largest beauty industry training seminar in the country, organization of 60+ public relations events, the first conference of hair removal specialists in the country, and the first conference for GIGI products in the country which was attended by the brand's founder.

We are very proud of the results of our long-term cooperation with the client and are pleased with such significant performance indicators.

The beautymed cooperation overview table

Market segment:
Beauty industry, educational and professional development courses, distribution of professional cosmetics
Cost:
120$-400$,
180$ is an average price
Sales market:
B2B
Kyrgyz Republic
Main goal:
Attract new clients

Primary objectives:
• Increase brand awareness
• Enhance customer knowledge of services
• Establish brand loyalty
• Increase sales revenue, lead generation
Implemented:
• Marketing audit of digital resources
• Portrait of the target audience
• Competitors’ analysis
• SWOT analysis
• AIDA model (marketing funnel)
Social media marketing:
• Media planning & posting
• Content creation for Instagram/Facebook/web (copywriting, graphic design, video editing)
• Hashtags database
• Targeting ads
• Communication with the client
• Public relations events
• Search engine marketing
• Promotion of related products
Results:
• BeautyMed became the most famous brand in the field of advanced training in the beauty industry of the country
• 30+ leads per day in social media networks, 10+ leads per day on the web-site
• Increase in the number of comments on social networks (340+%)
• Increased traffic to the website (430+%)
• 60+ public relations events organized
• Positive ROAS (ratio: 3.9 to 1 – 7.2 to 1)
Services provided:
• Marketing analysis
• Digital Marketing
• Social media marketing
• Search engine marketing
• Photo/video shooting
• Media planning
• Public relations
• Graphic design
• Indoors advertising design
• Web design
Content production:
• 12 photo/video shoots per month
• 24 videos per month
• 48 posts feed per month
• 70 IG stories per month
• 8 Meta ads campaigns per month
• 10 banners for website/SEM per month
• 3 Ads campaigns for Google Ads
Software usage:
Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Adobe AfterEffects, Corel Draw, Canva, Capcut, MS Word, MS Excel, MS PowerPoint, Facebook Ads Manager, Google Ads, WhatsApp
Digital resources:
• Instagram
• Facebook
• Website
Paid ads budget:
300$/month
KPIs:
• Reach = 550 000+ per month
• CPM = 0.07$ - 0.18$
• CPC = 0.08$ - 0.16$
• Leads = 40+ per day
• ROAS = 390% - 720%
Cooperation period:
Dec 2018 – Feb 2021
(27 months)
Documents provided:
• Business offer
• Marketing strategy
• Payment invoice (every month)
• Media plan (every week)
• Report (every month)
• 4 PowerPoint presentations
Work hours:
130 hours per month