Sunless, Inc. needed a way to make their three consumer brands, Mystic Tan, VersaSpa and Evolv Sunless have distinct identities in the sunless and spray tanning marketplaces while dispelling myths about sunless and spray tanning. They also needed to market their lifestyle brand LiveSunless to consumers and encourage trial. Sunless, Inc. also wanted to support their salon owners through digital marketing and couponing. In addition the company needed to be positioned to potential tanning salon owners as a leader in the marketplace while building both B2B and consumer databases.
LazBro created a Myth-Busting Quiz on Facebook where user could learn about sunless tanning and dispel common myths within the spray tanning industry. In addition, LazBro combined it's Brand Playground Social Community platform with Android and iOS applications, so that users can find the salon nearest to them, ask experts about sunless tanning, learn proper tanning techniques, promote all three consumer brands, offer salons micro-pages to promote locally, and foster a community with live chat, q&a and social sign-ins. LazBro also created a paid media campaign so that users could sign up and download a free coupon to try at their local salon. Lastly, LazBro utilized gaming and social media tactics to grow their social media communities through engaging content such as tanning tips while promoting at the local salon level as well.
LazBro helped grown Sunless' consumer database by 250%, increase Facebook fans by 300% and increase sales in tanning salons by 45% within the first 90 days. LazBro increased consumer brand awareness by 61% within 3 years.