MiraBelle Face, Body, Skin is a top-rated medical aesthetics spa located in Lakeway, Texas, USA. Owned, designed, and managed by board-certified plastic surgeons, MiraBelle Spa applies their deep knowledge and passion to provide exceptional aesthetic care in a luxurious location that is all about the customer experience and great results. A current Google Ads PPC client, this local service medical aesthetics business partnered with Performance Media Agency to develop a Social Media Advertising campaign to promote one of their most popular aesthetic treatments, Botox®, targeting women in Austin and surrounding areas during the 2020 Holiday period.
The Challenge
MiraBelle Spa was looking to increase the volume of leads for their Botox® treatments. They not only wanted to get new leads from Facebook and Instagram at the lowest possible cost during this extremely busy Holiday period, but also increase awareness of their new $10 Botox® offer. One of the biggest challenges was to breakthrough the clutter in an incredibly competitive market during the “noisy” Christmas period where many advertisers are bombarding potential customers with offers. This meant we had to ensure the MiraBelle Spa Botox® offer stood out from the competition and generated high-quality social media leads at a low cost.
The Social Media Strategy
To achieve their Facebook Advertising goals, we used a multi-placement strategy that maximized the social network’s advanced targeting capabilities and allowed for testing of different creative executions to determine what would work best. We also ensured the creative execution was engaging and visually appealing enough to entice audiences on Facebook and Instagram to book appointments to get Botox® at MiraBelle Spa instead of the competition during a busy Christmas Holiday period.
The Creative
As part of the Facebook and Instagram campaign execution, the Performance Media Agency team developed all the creative assets for the Botox® campaign. The target audience included women 35+ in the Austin area looking to improve their looks and get “Holiday Ready.” Two different sets of creative executions were developed for each audience as we wanted to test what type of imagery would appeal more to the specific audiences we were going to target. This included both Christmas-inspired photos and women dressed for Holiday gatherings who looked beautiful and elegant. We used both static and video ads in this campaign as well as strong calls to action to entice potential audiences to visit the website and book an appointment.
The Placements
We used a multi-placement strategy to allow the powerful Facebook algorithm to serve the ads on the Facebook and Instagram placements that were more likely to convert and generate leads. This included the Facebook and Instagram news feeds, the Facebook Marketplace, Facebook and Instagram video feeds, and Facebook and Instagram stories.
The Audiences
Given that MiraBelle Spa already had a list of Botox® and Dermal Filler customers, we created a custom audience to develop look-alike audiences. These were women with similar attributes to the ones on their customer list that would help the Facebook algorithm find those audiences and serve them the MiraBelle ads. We also tested other custom audiences including website visitors, page fans and friends of their Facebook page fans. In addition, we added different ad sets of people interested in makeup, frequently visiting salons, skincare enthusiasts, etc. Last, we setup retargeting and search retargeting audiences to complement the campaign and maximize performance.
Boosting Performance
In addition to the placement strategy, creative testing, and audience selection, we used Facebook’s bid automation technology to target the audiences that were more likely to convert. Weekly optimization and ongoing creative refreshes ensured the campaign continued to perform as expected. Retargeting was important to help move audiences through the buying journey.
MIRABELLE FACE, BODY, SKIN
Facebook Ads Results
The Results
In the first 15 days of the campaign between December1, and 15, 2020, we reached over 9,000 prospects and generated 15 leads at an average cost per lead of only $43. Considering most treatments of this kind require a minimum of 10-20 units, this turned out to be a very efficient campaign for MiraBelle Spa. Also, they were able to upsell other treatments to the majority of these customers and they continue to come back for touchups.
Our partnership with MiraBelle Spa continues to grow thanks to the amazing results we continuously deliver. As an immediate next step, we will be creating a brand new website design for the spa.
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