Treatwell Spring 2024 campaign (DE)
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
At Treatwell, we are about to launch our spring campaign for 2024, which will run from the beginning of April to the end of May. This campaign celebrates the arrival of spring with a focus on self-care and personal style. Encouraging fun-loving hair and beauty fans to embrace the events and occasions of the season, the campaign highlights the freedom of booking treatments and trends through the Treatwell platform. The campaign centres around the idea of inviting the audience to engage with the playful use of the word 'Ready? / Ready. / Ready...'
As the weather warms up, it's time to shed winter layers and explore new styles, with Treatwell offering convenient access to a wide range of hair, beauty and wellness services. Whether you're preparing for a night out or simply relaxing, Treatwell makes it easy to find and book treatments that make you feel good, helping you make moments and memories all season.
The aim of this campaign is to increase brand awareness, drive new customer bookings and to drive incremental app downloads and traffic to our marketplace (web and app). We’re looking for effective UGC content that will resonate with our target audience to use as paid social ads throughout the course of this campaign. Our target audience is mostly women (but not limited to just women!) aged 18-55.
TIP: Share any beauty-related content you have previously created.
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Treatwell is an online platform that allows users to discover and book beauty and wellness services such as haircuts, massages, facials, and more at various salons and spas in their area. It provides a convenient way for individuals to explore available treatments, read reviews, and book appointments according to their preferences and schedules. Our marketplace is available on both web and app.
CONTENT MUST BE IN GERMAN / NATIVE TO GERMAN MARKET
HOOK:
Start with the hook, try to be catchy and creative as possible and creative and directly address the audience, talking first about a problem, followed by Treatwell being there to get you ready:
- Potential hook 1 - Pedicure: Spring is here and it is time to get out your feet again but your feet are NOT ready. Don’t panic, Treatwell is here to get you ready! Treatment suggestion: Pedicure
- Potential hook 2 - Event-ready: Spontaneous plans e.g. night out with friends or concert. Treatment suggestion: Nails or hair
- Potential hook 3 - Holiday-ready/weekend away - Treatment suggestion: hair removal
Note - you don’t have to use this exact wording - this is here to help you frame the hook
BODY:
Followed by scenes of:
- Showing yourself navigating the app UX - homepage, treatment selection, salon view, treatments, add to cart - with green screen or in your phone
- Mention the benefits of convenience e.g. last-min appointments, choice and quality of the treatments, the professional talent and the salon venues
- Showing the treatment
Final scenes and CTA:
- Showing the result of it with a playful or spontaneous reaction to the result, saying something along the lines of ‘Ready!’
- Showing the logo of the app alongside a final CTA such as: Try it out for yourself today and discover the brighter way to book hair and beauty
Please also include copyright-free music in the background
We’re not being prescriptive with the exact script as we want your own tone of voice to shine through
Once we’ve selected you as a creator, we will share with you a £40 Treatwell gift card that you can use to book your treatment
You can either do a voiceover (with and without captions) or captions only with background music
We’d particularly love to hear from you if you’re already a Treatwell user
Our customer base is diverse so we are looking for a diverse set of creators!
DO
- Please film in natural bright light
- Show before and after shots to demonstrate the difference
- Add engaging captions to your video! Remember to submit the version with and without!
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
- Keep any key info and captions within the safe zones: https://www.facebook.com/business/help/980593475366490?id=1240182842783684
DON'T
- Don't sound like you're reading off a script
- Don't film via the TikTok app. MUST use a back camera and edit via CapCut or similar.
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At Treatwell, we're passionate about empowering people to look and feel their best, with ease and confidence. We're more than just a booking platform; we're revolutionising the hair & beauty industry by connecting customers with their perfect salon experience.
Here's what we stand for:
Innovation: We're constantly digitising the industry, making it easier for both clients and salons to thrive.
Empowerment: We believe everyone deserves to feel confident and beautiful, and we make booking appointments effortless so you can focus on what matters most.
Quality & Choice: We partner with over 55,000 top salons across Europe, offering a diverse range of treatments and a convenient booking experience.
Inclusion & Diversity: We celebrate individuality and strive to create a welcoming space for everyone to express themselves through their beauty choices.
Our main competitors depend on the market. Our main marketplace competitors are:
UK: Booksy and Fresha
France: Planity, Fresha, Kiute
Germany: Mein Friseur, Fresha, Planity, Salonkee
NL: Fresha
Brands we would look to for inspiration when it comes to content might be: Estrid, Girlfriend, Classpass. Think about brands that tell the story of using an app to feel something well!
Treatwell wants to communicate with a:
Relatable and inclusive voice: We speak to everyone and understand their needs, crafting experiences that resonate with their lives.
Essential and clear voice: We focus on the most important message and communicate it simply and efficiently.
Vibrant and upbeat voice: We convey energy and enthusiasm, reflecting the positive and dynamic nature of the beauty industry and our audience.
Outcome-focused voice: We lead with the benefits, highlighting how Treatwell helps people look and feel their best, fostering confidence and optimism.
Think of it like this: We want to be your friendly guide in the world of beauty, offering clear information, inspiring possibilities, and making the journey effortless and enjoyable.
Our main competitors depend on the market. Our main marketplace competitors are:
UK: Booksy and Fresha
France: Planity, Fresha, Kiute
Germany: Mein Friseur, Fresha, Planity, Salonkee
NL: Fresha
Brands we would look to for inspiration when it comes to content might be: Estrid, Girlfriend, Classpass. Think about brands that tell the story of using an app to feel something well!
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