Upkeep
Two years of campaign and lifecycle work across a growing multi-location aesthetics brand.
- Role
- Brand side — in-house lead creative strategist at Upkeep. Not an AG&CO. client engagement.
- Scope
- Seasonal campaign concepts, promotional systems, lifecycle email and SMS, social content, event marketing
- Footprint
- 5+ locations
The assignment
Upkeep needed a promotional calendar that could run every month without wearing out its audience, across five-plus locations and a service menu that changes constantly.
The work was in-house: concepting campaigns, building the promotional system, writing the lifecycle programme and producing the social content that carried it.
The thinking
Every promotion got a concept rather than a discount graphic. Pink Friday as a printed receipt. Back to School as lockers and hall-pass notes. Twelve Days of Christmas as a numbered daily menu.
Repeatable formats meant each campaign arrived recognisable and still felt authored. Lifecycle email and SMS ran underneath, converting attention into booked appointments instead of leaving it in the feed.
A discount is not a campaign. Give the offer an idea and it stops feeling like a markdown.
The outcome
30%
increase in social engagement
$400K+
revenue attributed to seasonal campaigns
$500K+
appointment revenue driven through lifecycle marketing
555K
views on the highest-performing post
Campaign work
