Sun Tan City was a step above other tanning salons. It needed a digital presence that was, too. With hundreds of high-end salons that looked and felt like tiny spa islands, Sun Tan City knew it could appeal to a wider, frequent-tanning audience. How could its target —an on-the-go, tech-savvy female customer— understand all the ways Sun Tan City stood out from the competition?
Sun Tan City named LEAP its AOR and made us their partner in increasing trial, building awareness, and driving loyalty. The complexity of the mission required full-service capabilities and strategically led executions that make any integrated campaign a raging success.
Who was Sun Tan City’s Customer?
Excited to know everything about her, we conducted extensive research and discovered she was both “young and modern” and “mature and independent.” She was educated, likely to live in a condo or apartment and preferred technology for communication. She was an avid social platform user and was open to following the brands she liked. She sought out recommendations from her peers on social, but we also found that store environments as well as digital engagement were critically important in buying behavior of memberships and salon and beauty products as well as overall brand loyalty.
Our research helped inform a strategy that was as complex as she was. We knew we needed to entice her with relevant content, incentives, and engagement—and ultimately surround her with a 360-degree, holistic Sun Tan City story.