MassageLuxe Case Study:

Opportunity

MassageLuXe partnered with the Thunderly Marketing team to receive expert guidance and targeted execution across franchise development, digital communications, public relations,, and social media. As a growing franchise network and leader in the profitable wellness space, the brand boasted a membership-driven business model, variety of massage services, and body waxing offerings. Its facial treatments offered another revenue stream and approach to capturing demand, and it’s this service MassageLuXe aimed to highlight.

From addressing acne to anti-aging solutions, brightening masks, and even back treatments, MassageLuXe’s facial spa services capture a broad guest base, creating a one-stop shop for wellness, self care, and beauty. Thunderly’s social team immediately took charge with an influencer marketing campaign to help increase brand awareness and online visibility, advancing the brand’s goals by connecting with creators who could share the MassageLuXe experience on their social platforms with review-style content that showcased the brand’s signature skincare treatments.

Insights

MassageLuXe opened its doors close to 20 years ago in St. Louis, Missouri, and has grown significantly since the first spa. Recently celebrating their 100th location, the major milestone showed the impact of the massage spa brand and their targeted expansion across the country. Working with Thunderly to attract qualified franchise partners while also spotlighting the consumer side of MassageLuXe, our team was well positioned to understand the true needs of the brand and implement marketing strategies tailored to its goals.

In the current digital landscape, influencer marketing through partnering with online creators serves as a modern way to capture guest interest and get the word out about what makes your brand stand out. By planning out and executing campaigns, the Thunderly team could collaborate with influencers to provide genuine reviews and content surrounding MassageLuXe’s various skincare services.

Approach

Partnering with influencers on Instagram, Thunderly organized and owned the campaign start to finish. While using trackable links to the brand’s website in social posts and measuring progress, web traffic, and results using analytical data, we helped introduce MassageLuXe to new faces and gave potential guests the chance to experience the brand before ever stepping foot into a spa.

With each influencer highlighting their own unique experiences and giving authentic reviews of their visit, their online followers witnessed everything from the friendly staff and professional estheticians to the welcoming space and comfortable atmosphere of MassageLuXe locations.

Results

With measurable results that actually moved the needle, Thunderly was able to track the real progress behind the MassageLuXe influencer campaign. With dozens of link clicks, hundreds of comments, and thousands of likes, the brand increased its online reach and connected with potential guests who might not have known about MassageLuXe’s signature and in-demand skincare and facial treatments otherwise.

In turn, Thunderly’s work was highlighted for an industry award that recognized the impact behind the notable campaign.

• Recognized in the 2025 PRSA Dallas Pegasus Awards, receiving an Award of Honor for outstanding work in the MassageLuXe influencer campaign
• Achieved 270,000+ impressions across over two dozen social posts
• Captured 3,925 social media likes and 310 comments
• Tracked 147 link clicks, directing users to MassageLuXe’s website for additional information
• Received 405 post saves, showcasing strong interest and engagement from potential guests
• Increased overall brand awareness, online visibility, and trust with new audiences across 4 different markets
• Planned unique social content that continues to build credibility on MassageLuXe’s own channels
• Generated opportunities for return clients and long-term relationships, ultimately growing lifetime customer value