Overview

Calista Salon & Spa partnered with Skigital to execute two high-impact seasonal gift card campaigns for Valentine’s Day and Mother’s Day, designed to increase online sales, strengthen engagement, and drive repeat seasonal revenue. By combining paid media, organic social content, and targeted email marketing, both campaigns delivered exceptional year-over-year growth, particularly in online gift card sales.

The Challenge

In previous years, Calista Salon & Spa relied on in-person gift card purchases, with limited digital performance. The goal for 2026 was to:

Significantly increase online gift card revenue
Build awareness ahead of seasonal gifting holidays
Create consistent engagement across multiple channels
Convert both new and existing customers through cohesive campaigns

Skigital’s objective was to build a repeatable seasonal strategy that could scale across multiple holidays.

The Strategy

Skigital implemented a multi-channel marketing strategy designed to build momentum before and throughout each promotional window.

1. Website Conversion Optimization

Implemented a website pop-up directing visitors to the online gift card page
Created an additional high-visibility conversion pathway to capture active site traffic
Reinforced urgency and visibility during each campaign window

2. Paid Media (Meta Ads)

Valentine’s Day (Feb 1-14)
- Ran a dedicated Meta Ad Campaign from Feb 1-14
- Focused on high-intent audiences and retargeting
- Creative aligned with Valentine’s gifting themes
- Optimized for conversions and engagement

Mother’s Day (May 1-10)
- Ran a dedicated Meta Ad campaign from May 1-10
- Targeted gift-givers and returning customers
- Used Mother’s Day–themed creative to maintain seasonal relevance
- Sustained visibility throughout the 10-day promotional period

3. Organic Social Media

Valentine’s Day
- January 28: Teaser story video
- February 2: Campaign launch post
- February 6: “Valentine’s Beauty Prep” themed content
- February 11: Reminder post

Mother’s Day
- April 28: Teaser story video
- May 1: First campaign post introducing the sale
- May 8: “Mother’s Day Reminder” post

4. Email Marketing

Valentine’s Day
- February 1: Campaign launch email
- February 4: Resend to non-openers
- February 10: Reminder email
- February 13: Final resend to non-openers

Mother's Day
- May 1: Email including the gift card sale
- May 4: Resent to non-openers
- May 7: Reminder email
- May 9: Final resend to non-openers

The Results

The Valentine’s Day and Mother’s Day campaigns delivered a dramatic performance boost, with online gift card sales rising by over 1,200% year over year.

Highlights

Online gift card sales became the primary revenue driver for both holidays
Multi-touchpoint sequencing significantly improved customer engagement and conversions
Email resends played a critical role in maximizing reach
Paid media and organic content worked together to build awareness and urgency

Key Takeways

Full-funnel strategy: From awareness to conversion, every touchpoint was intentionally designed to move customers toward purchase

Strategic timing & sequencing: Teaser, launch, nurture, and urgency phases kept the audience engaged throughout the campaigns

Channel synergy: Paid media, organic social, and email marketing worked together to amplify results—not operate in silos

Conversion optimization: Retargeting, email resends, and on-site pop-ups ensured no opportunity was missed

Conclusion

This campaign showcases how Skigital helps brands unlock scalable growth through intentional, data-driven marketing strategies. By shifting customer behavior toward online purchasing and executing a highly coordinated campaign, Calista Salon & Spa achieved a significant leap in performance, turning seasonal promotions into standout successes.