NeuroSpa boosts new website users +25% with multiscreen campaign

Reaching new audiences to build a diverse customer base

NeuroSpa is a premier wellness center offering rejuvenating treatments for the skin, body, mind, and soul—all in one serene setting. Its dedication to helping clients look and feel their best is reflected in being voted “#1 Best Spa” in The Aspen Times Best of Aspen, Snowmass, and Basalt.

Although many of NeuroSpa’s treatments—such as eyelash extensions and laser hair removal—had primarily attracted women clients, the spa partnered with Comcast Advertising to increase brand awareness among both men and women in the Aspen/Basalt region of Colorado. NeuroSpa also sought to specifically engage the growing Latino community.

Successful campaigns start with strong creative

With NeuroSpa’s marketing goals established, it was time to lay the foundation. The spa enlisted Comcast Advertising’s Client Creative team to produce fresh commercials tailored to its new audience focus. The team worked carefully to showcase NeuroSpa’s unique offerings while featuring both women and men to ensure broad appeal. Using soothing spa music and smooth scene transitions, the creative stayed true to the brand’s look and feel.

Targeting the right audience for the biggest impact

From the beginning, NeuroSpa and the Comcast Advertising team had a clear focus of who we wanted to reach, but identifying the most effective audience for the multiscreen campaign was key. Given the premium nature of NeuroSpa’s services, income parameters were considered to ensure the campaign targeted those most likely to invest in these offerings. The “Power Elite” segment emerged as the ideal fit—households with high income levels in affluent neighborhoods. Additionally, to ensure engagement with the Latino community, the team further targeted households with Spanish-speaking men and women.

With the target audience defined and all marketing objectives aligned, the multiscreen campaign was ready to launch in November 2021.

Data-driven campaign deliver results that last

We measured NeuroSpa’s campaign performance after a full quarter—Q1 2022—and the results were remarkable. The traditional TV campaign reached its target audience with an average frequency of 8.4 while the streaming campaign delivered over 60,000 impressions with 262 hours of total ad viewing time.

Furthermore, the team was able to measure NeuroSpa’s website traffic within the campaign’s geographies. Once again, the results were remarkable, including a +25% increase in period-over-period new users and a +43.5% increase in direct and organic sessions.