Booksy has teamed up with creative agency partner Humanaut to host a live, pop-up pet studio in Dallas that shows how the booking app helps beauty and wellness providers build and grow thriving businesses – regardless of their focus or area of expertise.
To bring that brand promise to life, the global beauty booking app tapped Humanaut to help it create Dallas’s most specific beauty studio. Called “Sit. Stay. Style.,” the one-day pop-up event took place in Dallas’s Deep Ellum neighborhood and featured local beauty and creative service professionals who treated guests to hair, nail, and tattoo art services that were inspired by their pets.
Prior to the event, Humanaut created a short teaser video and static social assets, which Booksy used to drive awareness and fill bookings. One teaser encouraged local pet parents to book an appointment for “your pet’s portrait on you.”
Four participating beauty and wellness businesses also created and posted their own social teaser videos to further amplify the pop-up.
On the actual day, these providers – Color & Curls, Nailed By Daniela, Annie’s Acrylics, and Lilac Tattoo Studio – pampered pet owners with intricate temporary hair, nail and tattoo art inspired by portraits of attendees’ pets. No matter how specific or unique the portrait (in one case, an attendee got a tattoo of their pet tarantula), these four beauty providers delivered – and all appointment slots, powered by Booksy, were fully booked leading up to the event.
The pet-themed pop-up was decked out in all things pets and also featured a custom pet portrait coffee cart that printed pet-inspired art right on top of lattes.
“We handled everything from space design to artist sourcing to building out a fully operational salon space, staffed with professional tattoo, hair, and nail artists in a very short amount of time. Every detail — from the waiting area to the artwork on the wall — was built around a single emotional hook: people’s love for their pets,” said Chad Harris, Senior Producer at Humanaut.
“To bring this concept to life we decided to focus on a single super specific theme for our talented providers to bring to life: pet portraits. Dallas’ love for pets is as big as everything else in Texas, so we wanted to give pet owners a fun way to express their love,” said Bethany Maxfield, Executive Creative Director at Humanaut.
The pop-up builds on a larger-than-life, guerrilla marketing-inspired billboard stunt that Humanaut created for Booksy as a part of its launch in Dallas earlier this summer.
Humanaut is an independent creative and production company based in Chattanooga.
