Project Description

Breathe Salt & Sauna Social Media

The Client

Breathe Salt & Sauna offers unique salt therapy and infrared sauna as well as wellness products designed to have a positive effect on overall health. Because these services were so new to the area, and Wisconsin in general, it was very important to the owners that we create as many opportunities to educate the public on the benefits of their services as possible. We developed and executed soft launch and grand opening events which required unique marketing solutions to spread awareness and drive attendance.

The Request

The Breathe Salt & Sauna staff asked Ocreative to help build their brand, awareness for their new business, drive traffic to the soft launch and grand opening events, and create opportunities for consumer education for their new offerings. Because halotherapy and infrared sauna treatments are a new set of services to the area, we first had to become experts ourselves, to best determine how to create and share effective messaging.

The Strategy

We spent several weeks developing marketing personas through intense market, regional, and product research. After we determined the key conversion demographics of their new consumer base, we determined that a custom, cross-platform social media strategy would provide the best benefit to build awareness and drive traffic. We created Facebook and Instagram pages for their business and curated social media content calendars designed to appeal to potential customers in the area. We developed a series of contests, creative content, and educational posts to drive interaction and create an engaging experience for their social media followers.

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The Outcome

Our goal was to reach 1,000 followers by their grand opening event, which, for a town of just over 3,000 people, was no easy feat. We sponsored posts, created social media ads, and designed custom content that we pushed to local and regional users. As a result, we were able to surpass our goal and pull in traffic from larger adjacent populations in Madison and Lake Country.

Our week-long soft launch event included daily tours, group salt and sauna sessions, product samples, and Q&A sessions that helped solidify the final, pre-opening details. This soft launch helped identify the amount of time it would take for appointment turnover, what the sign up process is like, what amenities were needed, and how to handle overall operations. We used this experience to create a smooth and effective customer experience.

Following the soft launch, we planned a large grand opening event during which members of the public could tour the space, sample products, sign up for contests, and interact with the staff. Despite severe winter weather conditions, we saw an incredible turn out. A packed house watched as the owner cut the ribbon and the city formally welcomed the business.

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