Everything we did was driven by brand positioning. Working from the brand identity designed as a by Digital Darlings Creative, we worked to build the brand beyond the four walls of the nail studio. Our focus was creating a Joyride experience and lifestyle that made consumers and influencers alike want to join in.
With the desire to create curiosity and initial brand awareness front and centre, we launched Joyride’s Instagram feed a month prior to the studio opening, followed by Facebook and Twitter two weeks later. Starting with sourced images evoking the brand colours, vibe and aesthetic, and moving towards hints of what was to come (think: logo reveal, polish brands, and interior shots), we engaged in an aggressive campaign of content and organic follower-building to maximize anticipation around the opening.
Ready to launch. Prior to opening, we worked hand-in-hand with Digital Darlings Creative to write and design a slick, on-brand media kit capturing the essence of the brand. From there, we distributed the kit and a press release to targeted media in Vancouver, followed by tailored story pitches and follow-ups, resulting in coverage from Vitamin Daily, BCLiving, MONTECRISTO, and Best Friends for Frosting, among others.
Knowing that the best way to get people talking is to give them an experience, we invited a curated list of social media influencers to book a complimentary appointment at Joyride – and if they liked their service, to blog and/or post about it on social media with the hashtag #myjoyride.
We hosted a launch party and invited the city’s top media and influencers to join the fun complete with wine, complimentary nail decals, branded macarons, and a full digital photobooth. Between our influencer seeding efforts and Joyride’s launch party, we secured more than 100 social posts from notables throughout the city, reaching more than 500K social media followers.
By the end of our initial three months working together, Joyride was considered a major player in Vancouver’s local beauty scene, attracting regular visits from influencers, engaging visitors to post their experiences on Instagram with the brand hashtag #myjoyride, and securing more than 1,200 organic followers on Instagram. Earned media coverage from the launch topped $40K in value, and over 1M impressions – leading to a contract renewal and focus on the brand’s impactful social media presence, which topped 1,700 Instagram followers by the end of our contract in February 2016.