MiraBelle Spa – CoolSculpting®

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.

The Creative

As part of the Facebook and Instagram campaign development, the Performance Media Agency team developed all the creative assets for the campaign.  The plan initially was set to target women aged 25+ and we then incorporated creative aimed at men.  Two different sets of creative executions were developed for each audience for testing purposes as we needed to know what type of imagery would appeal more to the specific audiences we were going to target. This included both lifestyle-type images of women at the beach or in the pool, as well as inspirational images of very athletic women who were gym-goers. We used both static and video ads in this campaign as well as carousel ads. We used strong calls to action to entice potential audiences to visit the website and book an appointment.

The Placements

For this Social Media Advertising campaign, 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 CoolSculpting® prospects, we uploaded the list to the campaign to create and target look-alike audiences. We also tested other custom audiences including website visitors, page fans, and friends of page fans.  In addition, we added different ad sets of people interested in weight loss, fat loss, gym-goers, body builders, etc.  Last, we setup retargeting and search retargeting audiences to complement the campaign and boost 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 key for this campaign as CoolSculpting® treatments are costly for the average consumer so we needed to help bring them down the purchase journey. Last but not least, we decided to test both, sending traffic to a revamped landing page on their website, and on-Facebook lead ads.  While the latter tactic historically tends to yield low-quality leads, a series of questions have been implemented to increase intent and lead quality.