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Groupon

Beauty Now

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CUSTOMER CHALLENGE

Groupon launched a new app, BeautyNow, that allows users to book beauty appointments directly, while still benefiting from the steep discount of the flash deals on local beauty providers. It generated a social buzz in Houston, TX, and Chicago, IL.

 

To roll it out city by city, Groupon collaborated with local beauty influencers to increase awareness, create authentic reviews and explain the app usage at once. 

FOURSTARZZ APPROACH

For the BeautyNow campaign, Fourstarzz Media activated 50+ fashion, beauty, and lifestyle influencers. Influencers tested the new app, booked spa treatments, and shared their experiences with their following via their social channels. Influencers created highly engaging photos, videos, and blog posts which were then repurposed for Facebook & Instagram paid ads making use of these channels' hyper-targeting capabilities. 

 

Each post came with a clear call to action: influencers offered their followers a $15 promo code for trying the Groupon BeautyNow App.  

CAMPAIGN OBJECTIVES

Groupon partnered with Social Media Influencers in the Houston, Texas and Chicago, IL area to:

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  • Build Brand Awareness 

  • Drive Appointments Through the Groupon BeautyNow App 

  • Increase Customer Base

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INFLUENCER CONTENT

For the BeautyNow campaign 37 (50+) Fashion, Beauty, and Lifestyle influencers published:

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Houston Campaign:

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  • 13 Sponsored Blog Posts

  • 47 Social Shares on Facebook, Twitter, Instagram, Pinterest, Tumblr, and Google+

  • 2 Videos on YouTube and Facebook

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Chicago campaign:

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  • 28 Sponsored Blog Posts

  • 106 Social Shares on Facebook, Twitter, Instagram, Pinterest, Tumblr, and Google+

  • 7 Videos on YouTube and Facebook

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MEET THE INFLUENCERS

Chicago, IL

Houston, TX

RESULTS

Earned Media Value

 

The campaign created an Earned Media Value (EMV) of $247,200.

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Earned Media Value (EMV) refers to the value that can be attributed to publicity, social sharing, and other organic, unpaid digital media exposure. 

in Earned Media

$247,200

Total Reach

5,724,984

Over delivered on Reach.

 

The original campaign planned reach was 2,666,700. Partnering with the right influencers allowed the campaign to reach  5,724,984 unique people.

Low Cost per Engagement.

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Cost per engagement (CPE) of $0.33 which beats the Beauty industry benchmark for influencer marketing of $3.77 by a considerable margin

Cost Per Engagement (CPE)

$0.33

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