Beach Box Sauna

Social Media Management, Content Creation and Meta Business Manager Set-Up

Beach Box is an all-year-round, wood-fired public beach sauna spa, based on Brighton Beach.  The wild sauna offers a unique sauna experience which gives customers a space for relaxation, body care, digital detox whilst socialising with like-minded sauna-goers. The beach-side site has 4 saunas, a contrast bathing area with various cool down options, plus natural spa treatments .

Their highly experienced Sauna Masters host a monthly schedule of well-loved unique events that is forever evolving to cater to the needs of their growing community.   

The Brief

Beach Box Sauna appointed me to manage their Instagram account on their behalf.

Their goal was to create strategic content that would nurture the current sauna-loving community they had already built on the platform and continue to grow it. 

The client wanted to continue to use Instagram to promote the sauna’s many offerings, including unique monthly events, private hire and memberships, but in a more structured way.

The content needed to speak to sauna lovers who love to enjoy authentic saunas and contrast bathing surrounded by nature.

I created a full strategy for the business’s Instagram content that included a full suite of Canva templates that would give the brand a clear, recognisable visual identity. These suites have evolved over the years to complement the brand as it has grown and shifted in direction.

We devised a strategic content plan to be tested utilising all the Instagram features at our disposal. The content is designed to increase engagement, build trust and drive clients to the website to book their favourite sauna events, courses, and join the memberships.

As well as creating promotional and educational content, their strong community is at the heart of the business and holds great importance too. The Beach Box audience are the friendliest, most supportive, loyal and dedicated fans.  They regularly share the most glorious content of their time at Beach Box, which we happily re-share.

Beach Box, and in particular, founder Liz Watson, regularly features in the national press, which we highlight on Instagram. In addition, the team collaborate with well-aligned brands that support reaching new audiences.

To aid the sales funnel further, we introduced a Beach Box Hot News broadcast channel which updates our customers with the latest news, offers and sneak peeks. Plus, we introduced the ManyChat tool to aid a slick customer journey for easy booking.

This strategy is measured and tweaked regularly based on the results of the monthly reports. 

Meta Business Manager, Pixel Set-Up and Ad Management

I also made sure their Meta Business Manager account was set up properly with all assets connected correctly, plus installing the Meta Pixel to their website and activating all website events in order to measure advertising results.

I create and manage Beach Box’s Meta ads to increase brand awareness and conversions.

The Results

Beach Box came to me with a relatively mature Instagram account with approximately 14K followers.

We have continued to steadily grow their Instagram account by consistently posting a mixture of content formats that appeals to their customers and the wider sauna community, whilst aligning content with brand guidelines, values and nature-loving ethos.

We have a content schedule that is packed with a good balance of promotional, educational, and emotional content and regularly showcase press, podcast and TV features Beach Box have featured in. Well-aligned collaborations have included projects with the British Sauna Society, Wild Nutrition, Gemma Ogston and her brand Mama Shrooms.

The account has grown steadily over the years and now stands at 23.1K sauna enthusiasts from the local Sussex area and all over the world.

The Beach Box Instagram account is an integral part of the sales funnel and community building which works alongside their additional marketing channels.

Meta Ad campaigns have resulted in increased sales for their unique sauna events schedule. Our latest campaign had x15.08 ROAS.