We partnered with Cynosure to provide comprehensive media, creative, and analytics services to support the consumer launch of their product; Potenza™. Potenza is a radiofrequency microneedling system that provides customized treatments based on consumers’ specific skincare needs. Our objectives fell into a full tactical funnel of:
Building initial brand awareness among consumers
Educating new consumers
Providing in-depth education for interested consumers
Helping consumers find a provider
The tactical media strategy was based on these objectives and accompanying KPIs were set for measurement.
Creative was custom built in-house and delivered across a dynamic range of media tactics to drive awareness and consideration of Potenza’s offerings through engaging and striking creative digital assets. The campaign was optimized between upper funnel (awareness) and lower funnel (lead generation) tactics across search, social, endemic sites, and programmatic.
Creative:
Using insights from initial research and built on the full-funnel campaign structure, we created over 60 custom campaign content assets designed specifically for each platform, objective, and target audience. By using real, authentic models, we built consumer trust and reliability. Messaging highlighted product benefits in direct correlation with consumer’s pain points. Visuals captivated consumers with premium graphics layered with bold blocks of teals, dynamic motion, strong negative space compositions, and sensory imagery that evoked skin’s smoothness. We used scientific data to back up our claims and give consumers a reason to believe the results.
Upper-funnel tactics:
Sponsored content featuring lifestyle commentary and doctor testimonials advocating for the efficacy of Potenza was run on Meredith properties, including InStyle, RealSimple, and Health, as well as New Beauty. Also on New Beauty, a leading media authority on consumer aesthetic treatment options, we sponsored its anti-aging channel with high-impact display assets and 100% SOV.
We also leveraged programmatic partners to activate across streaming audio, homepage takeovers, interactive rich media, native, and display to reach potential customers and drive initial awareness.
Lower to mid- funnel tactics:
Facebook and Instagram were used to take potential consumers from general awareness to conversion, initially driving to the site, then to fill out a form to find a provider location, and finally to fill out a form for a doctor consultation or an availability form if the product was not available in their area. Google search ads were used to capture lower funnel consumers who may be more prepared to take action. Using branded, unbranded, and competitor keywords, expanded text ads were served to consumers looking for Potenza and microneedling treatment options.
Search and social generated 1065 leads with a $167 CPL, exceeding our KPI by 17%. 1,188 total leads were generated.
Leads were defined as Availability Form Submits, Request Info Form Submits, and Requests for a Consultation.
With an engagement rate of 27.38%, the rich media ad unit exceeded our media partner’s healthcare vertical engagement rate benchmark of 15.23% by 80%.
Streaming audio placements had a near-perfect completion rate of 99.47%.
Across programmatic display, native and homepage takeovers, CTR performance met or exceeded industry benchmarks.
The campaign drove 357 availability form submissions in areas without Potenza installation, informing future geographies for the Cynosure sales team to focus on for product expansion.
The campaign delivered over 55M total impressions and over 208k clicks to potenzamicroneedling.com, with an avg. CTR of 1.11% across all tactics.
