Human Kanvas Omni-Channel Marketing Strategy

Human Kanvas is no ordinary tattoo and piercing shop. They pride themselves on being an artists’ collective that provides customized and personalized service from initial consult through to after care. With parlors in both Calgary and Airdrie, their commitment to safe, sanitary practices is augmented by their selection of only high-quality body mods and body art.

Consumer options in Calgary and the surrounding communities for tattoo and body piercing services are numerous, and most established market players rely primarily on word-of-mouth recommendations from past clients. The more sophisticated players, however, rely on a mixture of digital, search and social advertising. These channel strategies not only create mixed saturation in ad spaces, but also fosters fierce competition for an ever-expanding consumer base.

My team and I developed an omni-channel marketing strategy for Human Kanvas to reach consumers across a broad range of media channels.

We began with a redesigned brand, logo, and website that brought the collective's art into its digital presence. We extended the identity into social media graphics and provided guidance on social media and reputation management.

Alongside targeted Google Search advertising, we wrote and deployed radio advertising during peak demand periods. We also wrote, produced, and filmed brand and service videos for Facebook and Instagram ads. A quarterly email newsletter supported the campaigns, showcased the Human Kanvas brand, and helped build loyalty among existing and potential customers.

Human Kanvas realized a massive increase in web traffic, social and search ad conversions, and reached over 9,000 email marketing subscribers. It is one of the top performing digital properties in a very competitive market for tattoo and piercing services.