To reach a broader market, I launched a marketing campaign targeting a specific segment alongside a new feature release. By aligning the channels and content formats with audience preferences, we achieved a tenfold increase in new sign-ups and saw strong growth in the targeted segment. This outcome demonstrated the effectiveness of a user-centered approach in marketing strategy.
Timeline
Jul - Aug, 2023
Role
Product Marketer
Responsibilities
Marketing Strategy Development
Ad Assets Creation
Campaign Execution
Tools
Figma
Vrew
Instagram / Facebook
Colavosalon is a digital platform designed to streamline operations for beauty and wellness businesses. The platform offers features helping salon professionals save time and grow their businesses.
Colavosalon’s existing user base was primarily focused on niche services. To tap into broader market opportunities, we took a strategic approach with the launch of new features, targeting a wider audience segment to increase app downloads and overall engagement.
I developed a strategic marketing plan for targeting segment, focusing on the platforms where they actively engage and promote their businesses. Based on these insights, I created short-form ad content for Instagram, utilizing interview-style videos to to showcase user experiences and highlight positive feedback.
The campaign led to a tenfold increase in new app downloads, with significant growth in sign-ups from the target segment.
Choosing the Right Channels
The choice of marketing channels and content formats should be based on an in-depth understanding of the target audience. Beauty salon owners, for instance, are more responsive to visual, intuitive content, making short-form videos a more effective approach than text-heavy materials.
By analyzing user feedback, I was able to identify features that resonated with solo salon owners, such as automated appointment management.
Impact of a User-Centered Approach
This experience reinforced the value of a user-centered approach, emphasizing how comprehensive insights into the target audience can influence successful marketing decisions.