Treatwell
Service
Consumer PR
Industry
Consumer Tech
(Overview)
Treatwell is Europe’s largest beauty bookings company and the category originator. As new businesses, including Ruuby and Booksy, entered and invested in the category, there were two clear marketing objectives – retain and grow the customer base (B2C) and retain and grow salons (B2B). R. Agency was briefed to build share of voice (SoV) for both audiences, positioning the brand as category leaders via content, reviews, data stories and thought leadership.
(Project Details)
To grow the salons and customer base, we needed to demonstrate Treatwell’s core benefits: the scale and quality of salons and treatments, frictionless booking for B2B audiences and thought leadership, including trend setting and data. R. Agency created a strategy that demonstrated the value of using a booking platform in marketing to encourage repeat booking and upsell, and in data and insight to effectively plan for growth. For B2C audiences, the strategy tapped into trends, hero salons and treatments exclusive to Treatwell.
Treatwell is Europe’s largest beauty bookings company and the category genesis. The online beauty booking category is forecast to grow by 13% in the next two years. As the category has grown, so has the competition, with well-funded competitors such as Rubby and Booksy entering the UK market. R. Agency held a brief that spoke to the brand’s two primary business objectives - grow its customer base (B2C) and grow the number of salons listed on the platform (B2B). Success was measured by SoV and bookings.
Results
Across a 12-month period, R. Agency increased Treatwell’s SoV against competitors in trade and consumer/beauty press. In the first six months of engagement, R. Agency secured features in every leading beauty trade title in the UK and Ireland. The articles were used by the sales team to drive new contracts. Consumer coverage, secured across titles including Grazia and Glamour, was optimised for SEO and R. Agency delivered a 55% hit rate of backlink inclusions driving traffic and sales. Treatwell lists over 20,000 salons, and takes around 25,000 bookings every single day.
