Purpose: Development of a creative advertising campaign for the Two Magpies manicure school.
Solution: What is "Two Magpies"? This is a studio school that offers training programs for those who want to become a manicure and pedicure master. The core of its target audience are women aged 15-35 who want to gain independence, learn something new and make money from their hobby. In order for as many people as possible to learn about the project, it was necessary to develop an idea, a slogan and a bright key visual, as well as to adapt the creative concept to various promotion channels.
Development of an advertising campaign idea
The school "Two Magpies" has very ambitious plans to conquer its niche in the service market. CMCG team focused on associations around the image of a magpie. This is a bird that loves everything bright and shiny, attracting attention. The studio school services should be just as bright and attractive to the target audience. Each craftswoman is ready to share her knowledge so that everyone can create beauty with their own hands.
The key visual embodies the idea of success: every student of the school-studio "Two Magpies" will be able to become a high-demand craftswoman herself. A bright, independent life, full of interesting events - that's what is behind getting the coveted school certificate.
Development of a high-profile advertising slogan
As a rule, a good master and a client communicate on the same wavelength. Between them there is no place for formalism. "Magpies rule in manicure!" - such a slogan immediately sets you in a friendly mood. It sounds very fresh and youthful, and youth is the core of the target audience of the advertised product.
Creating a Communication Strategy
In accordance with the marketing research of the Internet audience, conducted by CMCG team, the most effective channels for promoting the advertising campaign were identified. Thanks to outdoor advertising, it is possible to show an advertising message not only to each representative of the target audience, but primarily in those areas of the city where there is the largest number of people interested in courses. The following were chosen as tools for online promotion:
1. Targeted ads on Instagram
2. search and display advertising on Google.
It was also additionally proposed to develop projects together with influencers, collaborate with other brands and organize PR events.
