Waxxpot is a boutique-style waxing franchise offering full-body waxing services for men and women, built on a foundation of inclusion and body positivity. With a proprietary soft wax blend and a team of seasoned franchise and salon industry veterans, Waxxpot has grown to 24 locations and continues to expand, welcoming everyone and every body.
Summary
Waxxpot, a growing chain of beauty salons specializing in hair removal services, sought to enhance its customer acquisition efforts and maximize revenue across multiple locations. They partnered with Hawke Media to drive new customer bookings, optimize their digital marketing strategy, and overhaul their email and SMS performance, with the ultimate goal of significantly scaling their business.
Challenge
Waxxpot faced multiple marketing hurdles, including incomplete conversion tracking and analytics, underperforming lead campaigns, elevated customer acquisition costs, and mediocre results from email and SMS marketing. There were many opportunities to accelerate new guest growth and boost current guest engagement. They needed an integrated approach across paid social, paid search, email, and SMS to reduce CPA, increase bookings, and optimize their marketing operations.
Approach
Hawke Media devised a comprehensive strategy focused on three main areas:
- Paid Social – We transitioned from ineffective lead campaigns to appointment-focused ads by installing proper tracking (Meta pixel) and optimizing for on-site bookings.
- Paid Search – A complete overhaul of the search campaign structure was implemented, along with demographic testing to target the right audiences in different cities.
- Lifecycle Marketing – We rebuilt Waxxpot’s email and SMS strategy, refining audience segmentation, A/B testing copy and send times, and optimizing both campaign and flow performance to drive engagement and conversions.
Solutions
The strategic shift in paid social allowed us to gradually phase out underperforming lead campaigns and replace them with appointment-focused ads. The installation of the Meta pixel enabled us to track real revenue from these campaigns, driving thousands of additional appointments since February at a fraction of the CPA of prior campaigns. In paid search, new campaign structures and refined audience targeting led to a drastic reduction in customer acquisition costs in key cities.
On the lifecycle marketing front, we developed a robust email and SMS campaign strategy, implementing A/B testing to optimize open rates, click-through rates, and conversion rates. New audience segmentation and tailored messaging significantly improved performance, especially through post-purchase flows.
Results
- Decrease in Cost Per Acquisition via Paid Social
- Appointments Booked via Paid Social
- Appointments Booked via Paid Search
- Revenue Increase via Email Marketing