THE CHALLENGE
OPTIMIZING COSMETIC PROCEDURE CAMPAIGNS FOR IDEAL IMAGE.
Ideal Image, North America’s leading aesthetics brand, partnered with Ready Set to overcome internal challenges and optimize their digital advertising performance. The company faced internal restructuring challenges that impacted communication efficiency, feedback loops, and campaign launch schedules. Despite these obstacles, the company aimed to improve its Cost Per Lead (CPL), the primary metric used to gauge customer acquisition efficiency in the highly competitive cosmetic procedure market.
THE WORK
Ready Set partnered with Ideal Image to streamline campaign delivery, focusing on rapid iteration and data-driven decision-making. The approach involved delivering three new concepts weekly, each with four variations, alternating between Laser Hair Removal (LHR) and Botox services.
Ready Set created short GIF format ads inspired by top-performing competitor content. This format allowed for dynamic storytelling within the constraints of social media platforms, enhancing engagement and conveying key benefits effectively.
The team implemented a rigorous testing framework to identify the most effective elements of their campaigns. Key elements included:
Ad formats tested included “Come with Me” walkthroughs, step-by-step guides, and testimonials, with hooks like “80% OFF” or “FREE consultation” prominently featured. Ads listed treatment areas and combined native and branded assets, such as static images, GIFs, user-generated content, and animations. These were tailored on a concept-by-concept basis to determine the optimal ad length.
Ready Set maintained a flexible approach, continuously refining their strategy based on real-time performance data. This agile methodology allowed for rapid adaptation to changing market conditions and consumer preferences, ensuring optimal campaign performance.
THE RESULTS
The collaboration led to a significant improvement in key performance metrics, demonstrating the effectiveness of a data-driven, iterative approach:
- CPA Improvement: Ready Set ad deliveries achieved a 25% improvement in Cost Per Acquisition compared to non-Ready Set deliveries, indicating superior targeting and messaging effectiveness.
- Average CPL Reduction: Campaign creative provided by Ready Set achieved a 51.1% lower CPL compared to the average CPL on other campaigns, significantly outperforming expectations and industry benchmarks.
- Ad Performance:
- Text Treatment: consistently outperformed branded versions in both engagement (thumb stop rates) and efficiency (CPL).
- Visual Focus: Face-centric ads demonstrated superior performance across key metrics, including a 92% higher Click-Through Rate (CTR), 47% higher thumb stop rates, and 52% lower CPL compared to ads featuring other body parts.
By leveraging insights from continuous testing and refinement, Ready Set and Ideal Image were able to significantly improve key metrics, overcoming internal challenges and setting new benchmarks for campaign effectiveness.
The success of the partnership underscores the value of combining creative innovation with rigorous analysis. As Ideal Image continues to leverage these insights, they are well-positioned to further optimize their CPL, enhance market penetration, and reinforce their leadership in the competitive aesthetics industry.