SoJo Spa Club: Revitalizing Brand Presence, Journey to Premium Luxury and Increased Reach
A high-end spa located outside of New York City, providing guests an unparalleled wellness experience through traditional and luxury treatments. To better improve our guest experience, we've improved our packaging through a design that reflects the brand in addition to providing an experience of gifting our product even more exciting.
Services:
– Art Direction
– Brand Messaging
– Email Design
– Advertising
– Social Media Design
– Photography
– Videography
Overview
SoJo Spa Club, a luxury Korean spa, faced a significant challenge: low customer acquisition and limited brand awareness. To address these issues, a comprehensive design project was initiated to transform SoJo Spa Club into a premium luxury destination while expanding its reach and brand recognition.
Problem Statement
SoJo Spa Club struggled with insufficient customer acquisition and a lack of widespread brand awareness in the competitive spa industry. The goal was to position the spa as a top-tier luxury destination and increase its visibility among target audiences.
Billboard Ad placed in three NJ Transit locations (Montclair, South Orange, Ridgewood).
Desktop & Mobile Email (Mailchimp)
Paid Social Media Ad
Approach and Strategies:
The design project employed a multi-faceted approach to tackle these challenges:
Content Development and Branding: The project prioritized the creation of a robust content library. This involved capturing timeless and compelling photography and footage of the spa facility, focusing on its premium offerings and luxurious ambiance.
Campaign Development: A strategic campaign centered around the theme of self-care and wellness journeys, emphasizing SoJo Spa Club as the starting point. This campaign was designed to resonate with the target audience and create emotional connections.
Marketing Collaterals and Placement: Leveraging both print and digital media, the project designed and deployed billboard ads in affluent areas along commuter routes to New York City, including Montclair, South Orange, and Ridgewood. Additionally, print ads were crafted for local magazines, and digital ads were tailored for travel websites and blogs.
Amplifying Reach through Digital Platforms: To reinforce brand visibility, social media platforms and email marketing campaigns were utilized. These channels focused on engaging content with strong calls-to-action and incentivized promotions to attract and retain potential customers.
NJ Family Magazine Single Page Ad
Instagram - Hours of Operation Reel (Rooftop Garden)
Instagram - Hours of Operation Reel (Summer Hours)
Outcome and Impact:
Through the implementation of these strategies, SoJo Spa Club witnessed a notable transformation in its brand perception and market reach. The compelling visual content helped reposition the spa as a premium luxury destination, resonating with the target audience. The strategic placement of ads in affluent areas and digital platforms significantly increased brand visibility and customer engagement. The campaign's emphasis on self-care and wellness resonated with customers, resulting in heightened interest and improved customer acquisition rates.
Conclusion:
The design project's comprehensive approach, from content creation to strategic marketing initiatives, successfully redefined SoJo Spa Club's brand identity, positioning it as a premier luxury Korean spa while expanding its reach and fostering strong brand awareness among its target demographic.
Photography - Social Media Posts
