THE CHALLENGE
OPTIMIZING COSMETIC PROCEDURE CAMPAIGNS FOR IDEAL IMAGE
Ideal Image, North America’s leading aesthetics brand, partnered with Ready Set to navigate a matrix of compliance requirements while optimizing their digital advertising efforts and reducing Cost Per Lead (CPL).
Operating in the highly regulated aesthetics industry on platforms with strict advertising policies, Ideal Image needed a partner who could drive results while adhering to both industry regulations and platform-specific guidelines.
The company also faced internal restructuring challenges that impacted communication efficiency, feedback loops, and campaign launch schedules, making the need for a systematic approach to multi-level compliance even more critical.
THE WORK
Ready Set partnered with Ideal Image to implement a comprehensive strategy balancing creative performance with compliance.
The approach involved delivering three new concepts weekly, each with four variations, alternating between Laser Hair Removal (LHR) and Botox® services.
Each piece of content underwent our quality control review process to ensure adherence to both medical aesthetics regulations and platform-specific requirements.
Ready Set created short GIF format ads that allowed for dynamic storytelling while enhancing engagement and conveying key benefits effectively.
Special attention was paid to platform restrictions around health claims and body image messaging, ensuring all content promoted positive, healthy relationships with aesthetic procedures.
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.
The process included ensuring all click destinations met platform requirements for functionality and privacy policies.
Ready Set maintained a flexible approach, continuously refining their strategy based on real-time performance data while ensuring compliance with evolving policies and regulations. This methodology allowed for rapid adaptation to changing conditions and consumer preferences.
THE RESULTS
The collaboration led to a significant improvement in key performance metrics:
- CPA Improvement: Ready Set ad deliveries achieved a 25% improvement in Cost Per Acquisition compared to non-Ready Set deliveries.
- Average CPL Reduction: Campaign creative provided by Ready Set achieved a 51.1% lower CPL compared to the average CPL on other campaigns.
- 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 and disciplined compliance practices.
By integrating multiple compliance frameworks into the creative development process from the start, we were able to significantly improve key metrics without compromising regulatory standards.
As Ideal Image continues to leverage these insights, they are well-positioned to further optimize their CPL and reinforce their leadership in the competitive aesthetics industry while maintaining the highest standards of regulatory compliance.