Total 546 words used.
In 2023, Justlife UAE needed a new way to grow customer acquisition beyond cleaning, following a decline in demand for our PCR services. Originally focused on home cleaning, Justlife faced the challenge of evolving into a multi-service platform that could meet broader at-home needs. Recognizing an opportunity, our marketing team saw potential in developing our Spa at Home service as a new flagship offering.
Business Opportunity: While Dubai has a high concentration of spa options, due to its demanding work culture, at-home spa services were rare—only 10% of spa sessions were conducted at home. However, our in-home spa sessions consistently earned high ratings, averaging 4.9/5 compared to 4.7/5 for cleaning, indicating that customers valued the convenience and quality we offered.
Challenge: Shifting customer behavior from visiting traditional spas to trying at-home services required a strong, engaging campaign that demonstrated the luxury and accessibility of spa treatments in the comfort of home.
Solution: Our 15-member marketing team (1 VP, 2 managers, 3 designers, 3 content writers, 4 digital executives, and 2 CRM executives) devised the Spa Focus initiative, a comprehensive campaign aimed at positioning our Spa at Home service as the ultimate relaxation experience.
The campaign began with the launch of “Your Recipe for the Sweetest Escape – Spa at Home”, a brand film highlighting the tranquility of experiencing spa-quality treatments without leaving home. The video was paired with carefully crafted messaging and a targeted approach across multiple channels:
-
Product Offering Expansion: We introduced high-demand treatments such as Madero-therapy and face-lighting massages to appeal to popular wellness trends and deepen our service variety.
-
Influencer Partnerships: To build credibility and broaden reach, we collaborated with influencers through unbranded content, showcasing real experiences with the Spa at Home service. This initiative reached 7.6 million people, creating significant brand awareness among new audiences.
-
CRM Campaigns: We supported the campaign with a dedicated CRM strategy that led to an 18% increase in weekly bookings for spa services, further enhancing our customer engagement.
The campaign’s outcome was remarkable. The Spa at Home service achieved 70% growth in new user acquisition, outperforming our overall 17% growth rate across services. Total spa acquisitions rose by 48%, establishing this service as Justlife’s fastest-growing vertical and positioning it as a vital customer acquisition channel.
The Spa Focus initiative was a testament to our marketing team’s creativity and alignment with Justlife’s values of excellence, customer-centricity, and integrity. Our campaign not only drove substantial growth but also introduced a new way for customers to embrace wellness at home. By demonstrating how Justlife redefines convenience and quality, we helped change customer perceptions around spa services and provided them with an affordable, luxurious alternative to traditional spa visits.
Through bold, captivating messaging and a focus on premium service enhancements, the Spa at Home campaign has set a new standard for luxury wellness in the MENA region. Justlife’s commitment to offering high-quality, accessible wellness experiences has resonated widely, bringing our brand vision to life and redefining regional wellness trends.
With this campaign, Justlife’s marketing team achieved more than customer growth—we inspired a shift in the way people think about at-home relaxation. As the MENA region’s premier at-home service provider, we continue to innovate, focusing on delivering the best of wellness, beauty, and convenience right to our customers’ doorsteps.
Nomination Title: Your Recipe for the Sweetest Escape- Spa at Home
