European Wax Center is the leader in the waxing service industry. With over 750 locations, European Wax Center is elevating the waxing experience through innovation and expertise.

Industry

Franchise, Salon

Challenge

In unprecedented times, European Wax Center locations across the country were required to close their center doors.

Location

50+ New Jersey Locations

Summary:

With a high concentration of EWCs in New Jersey, to help maximize budget efficiencies for franchisee dollars and drive consistent messaging to the New Jersey guest, LSM launched a robust regional digital marketing campaign in January 2021 with the goal to generate online reservations and in center traffic. With a regional campaign, franchisees are able to run multiple promotions simultaneously throughout the year, while maintaining a consistent monthly budget.

The Solution

REGIONAL SOCIAL ADS – FACEBOOK & INSTAGRAM

  • Developed regional social ads
  • Promoted ongoing First Wax Free & 50% Off First Brazilian (evergreen promotion)
  • Wax Pass & Lapsed Guest promotions (2x per year)
  • Customized targeted creative and messaging to speak to the New Jersey guest
  • Ads drive to regional landing page, where users can select which center is most convenient for them & book their reservation

REGIONAL GOOGLE ADS – SEARCH & LOCAL

  • Ongoing Google Search Ads targeting non-branded terms focused on new guest acquisition
  • Launched new ad platform – Google Local in August 2021 to help drive in-center traffic and awareness
  • Ads drive to regional landing page, where users can select which center is most convenient for them & book their reservation

Success

LSM’s Digital Advertising contributed to the following results for New Jersey centers that opted in to the regional digital advertising campaign (comparing 2021 to 2019):

+36%

Increase in new guest counts *Centers always running digital ads

+30%

Increase in new guest counts *Centers that began running ads with the NJ Region in 2021

+12%

Increase in new guest counts for centers that did not run any local digital ads

+48%

Increase in new guest revenue *Centers that began running ads in the NJ Region in 2021

Hear From A Client

Centers that have opted into running digital ads as a region have seen significant growth and efficiency with their ad dollars.

Carly Tietzer, Senior Director of Advertising and Promotions, European Wax Center

Let’s create

something together.

Awards

We’re good at what we do, but don’t just take our word for it. From web design to national advertising campaigns, our team is passionate about the work that we do, and we have been recognized as leaders in the industry for it. See our recent awards and recognitions.