Introduction
In September 2023, Spa Carré Saint-Louis opened its new relaxation space in the heart of Plateau Mont-Royal, near Carré Saint-Louis. This unique spa, featuring arches inspired by Oriental culture, offers a complete thermotherapy and massage therapy experience, including a spa pool, traditional hammam, dry sauna, cold bath, showers, and a relaxation area.
To effectively launch this new venue, Spa Carré Saint-Louis entrusted the FRANCHIR agency to develop a comprehensive digital strategy.
Objectives
Establish an online presence for Spa Carré Saint-Louis.
Increase the spa’s visibility among Montrealers.
Drive first visits and build customer loyalty.
Gameplan and strategy
- Content Creation: Production of engaging content, including professional photos and Instagram reels showcasing the spa’s facilities and services.
- Community Management: Prompt responses to comments and messages, active engagement with the community, and encouragement for customers to share their experiences online.
- Launch Offers and Contests: Organization of contests in collaboration with other Sandhu family establishments (India Rosa, Hôtel Carré Saint-Louis, and GURU restaurant) to attract attention and boost engagement.
- Advertising: Targeted advertising campaigns on Instagram, Facebook, and Google Ads to increase visibility and attract new clients.
- Influencer Collaborations: Partnerships with local influencers to create authentic and appealing content, including Instagram reels and stories.
- Monthly Newsletter: Creation and scheduling of a newsletter to inform subscribers about updates, special offers, and upcoming events.
Results
- Followers: Nearly 8,800 followers gained in 9 months.
- Organic Impressions: 791,322
- Interactions: 128,695
- Average Engagement Rate: 16.26%
- Influencer Collaborations: 35 Reels created with influencers, generating 2,530,077 impressions.
- Contests:
Organized with other Sandhu family establishments to boost follower acquisition:- India Rosa Contest: 236 participants
- Hôtel Carré Saint-Louis Contest: 798 participants
- GURU Restaurant Contest: 330 participants
- Organic Impressions: 95,043 from September to June.
- Interactions: 2,638
- Overall Engagement Rate: 2.77%
Meta Advertising Campaigns (Instagram & Facebook)
- Total Impressions: 1,391,988
- Clicks: 63,833
- Average Click-Through Rate (CTR): 4.59%
Google Ads
- Total Impressions: 467,046
- Clicks: 13,914
- CTR: 2.98%
Google My Business
- Community management included responses to 160 customer reviews on Google My Business, resulting in an average rating of 4.6/5.
Newsletter
- Average Click Rate: 6.6%
- Average Open Rate: 57.62%
These results are outstanding compared to industry averages on Mailchimp, where the average open rate is 34.2% and the average click rate is 2.66%, across all industries.
Highlights
In just nine months of community management and content planning on social media, we created and published a total of 146 Instagram posts, including 26 original Reels and 35 influencer collaborations. Thanks to sustained efforts, we have already grown the Spa Carré Saint-Louis Instagram account to nearly 9,000 followers.
We established a strong online presence for Spa Carré Saint-Louis across social media and the web, generating over 5,275,476 impressions. This success stems from an effective content strategy on Instagram and Facebook, numerous influencer partnerships, and targeted advertising campaigns on Meta and Google Ads.
The result? An engaged community and a significant increase in brand awareness and foot traffic at Spa Carré Saint-Louis.
The Importance of Influence in a Content Strategy
The value of a well-executed content strategy that incorporates influencer marketing cannot be overstated. Of the 2,530,077 impressions generated through influencer partnerships, every single one came exclusively from Instagram Reels.
This approach greatly boosted the spa’s visibility and brand recognition on the platform. By leveraging local influencers, we reached a wider audience and attracted new customers, demonstrating the power of a thoughtfully planned and executed content strategy.
