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Groovy Peach Piercing Co. is a piercing studio chain that has redefined the piercing experience with their fun, girly, and undeniably groovy brand personality. After several successful years in business, they had built a loyal following through their unique approach to safe, creative piercings and their welcoming atmosphere that appeals to both parents seeking kid-friendly services and women of all ages looking to express their individuality. With two thriving locations already established, they were ready to expand their reach and scale their business through strategic digital marketing.
Despite their strong local presence and distinctive brand identity, Groovy Peach had never leveraged paid advertising to amplify their growth. They were entirely dependent on organic social media, word-of-mouth referrals, and local visibility, which limited their ability to reach new customers and drive consistent bookings across their locations. The challenge became even more complex as they prepared to launch their third location, they needed a marketing strategy that could simultaneously generate excitement for the grand opening while continuing to drive growth at their existing studios. The timing was critical: they needed to establish their new location as a destination from day one while maintaining momentum at their original shops.
Our primary objective was to establish Groovy Peach's first-ever paid advertising presence while maximizing the impact of their third location launch. We aimed to create a dual-purpose campaign strategy that would generate significant buzz and foot traffic for the grand opening while building sustainable customer acquisition systems for long-term growth across all locations. Additionally, we sought to expand their reach beyond their immediate geographic area, targeting both their core demographics (parents seeking safe, fun piercing experiences for their children and women looking for creative self-expression) while driving both in-person bookings and online jewelry sales.
We developed a comprehensive Meta advertising strategy that brought Groovy Peach's infectious personality to life across multiple campaign objectives. Our creative approach fully embraced their bold brand identity, using playful visuals and messaging that immediately communicated their fun, welcoming atmosphere. We crafted targeted campaigns that spoke directly to their dual audience: parents who wanted a safe, positive piercing experience for their children, and women of all ages seeking creative outlets for self-expression. Our grand opening strategy created a sense of urgency and excitement, leveraging limited-time promotions and exclusive offers to drive immediate action. We developed location-specific campaigns that could promote the new studio while simultaneously driving traffic to existing locations, ensuring that our expansion-focused efforts didn't cannibalize their established business. Our ad creatives showcased the unique in-shop experience, highlighting their professional expertise, welcoming environment, and the quality jewelry options that set them apart from traditional piercing studios. We implemented strategic audience targeting that combined geographic parameters with interest-based and demographic targeting to reach parents and women actively seeking piercing services.
The campaign results demonstrated the powerful impact of strategic paid advertising on a previously organic-only business. Our Meta campaigns achieved click-through rates up to 11x industry averages, proving that Groovy Peach's unique brand personality resonated powerfully with their target audience when amplified through paid advertising. We drove significant increases in Facebook and Instagram page engagement, expanding their organic reach and building a larger, more engaged community around their brand. Overall, our advertising efforts created a sustainable growth engine that complemented their organic marketing, positioning Groovy Peach for continued expansion and long-term success in the competitive piercing industry.
