STAMP 2015: Salon Jaylee's Guerilla Marketing Campaign
Virtual Easter Egg Hunt
The Villages, Florida
Owned by: Janet West
Last year around Easter, Janet West decided to rebrand and rename her salon group, which until that point had three unique names. To target current clients so they were aware of the new name, and to show potential clients there was a “new” salon in town, they created a holiday-themed online contest to encourage traffic on the salon’s website and Facebook page.
From April 11-17, guests could visit salonjaylee.com and hunt for Easter eggs—19 of which were hidden on the site’s various pages. Those who found the correct number of eggs were entered into a drawing for one of three $100 gift cards. To alert guests to the contest, an email was sent to the salon’s database, rules were posted on the salon’s Facebook page and flyers were positioned at the front desk.
“About 100 people participated in the search for the hidden eggs, and each participant was required to submit his or her email to enter,” says West. “At the end, we shot a video of three service providers drawing the winners, and on the last day of the contest, we increased our likes by 180 percent.”