A New You is a leading independent cosmetic clinic, who specialises in non-surgical treatments and surgical procedures for both men and women in Brighton. As a B2C company, they provide a bespoke, tailor-made and personal service to support all their clients through their procedures from start to finish. They pride themselves on offering truly impartial advice and great aftercare. The clinic is run by Jackie Knight, a Registered Nurse with over 20 years’ experience working in the cosmetic surgery industry.
A New You joined The Creative Group in July 2019 and initially came aboard for our Marketing and Design services. Creative Pod has increased awareness of A New You amongst men, women and the LGBTQ+ community across their social channels: Twitter, Facebook, and Instagram.
One of the most exciting and challenging projects we have with A New You is to promote their ‘treatment of the month’, which changes on a monthly basis. Back in November, A New You were giving away 30% off HydraFacials and we promoted this via paid advertising on Facebook and Instagram. With a £500.00 budget, our goal was to attract new leads to the business, by targeting women between the ages of 21-60, interested in health, beauty, anti-ageing, cosmetic and spa treatments.
For November’s ‘treatment of the month’, we decided to run ads that click through to Facebook Messenger (or direct messenger in the case of Instagram. This ad format is designed to provide a more personalised interaction and therefore encourage more leads for businesses, increase transactions, offer general support and provide coupons/codes for promotions and offers.
One of the key features of this ad format is the ability to attract users to click on the call-to-action shown in the ad, for example: ‘Get Offer’. Once a user clicks on the call-to-action, they will be directed to Facebook / direct messenger where they will receive a personalised welcome message and a few follow up questions, so A New You can capture the necessary data and then create a unique promotion code to give to the lead.
During the ad creation process, we created both the ad and the welcome message that a user will receive once they’ve clicked on our ad through to Messenger.
The personalised welcome message reads: ‘Hi (name)! Thank you for getting in touch with us. We just need to ask you a few questions, so that we can send you over a code for 30% off a Hydrafacial 🙋’.
The algorithm would then ask:
The user would then receive the below personalised messaged, which includes their 30% off HyrdraFacial:
From Facebook Business Manager, we could see that our ad’s reached over 12,000 people, we received 275 link clicks with a strong 3.91% click-through-rate. Most importantly, we were working with a challenging budget of £500.00, but in return, A New You received 68 new leads at £7.35 per on-facebook leads. This was the first time we had used this ad format, but due to our extensive research and strategic planning, behind the ad content and structure, we were thrilled with the volume of new leads and new followers this campaign drove for our client A New You.
Contact Creative Pod on firstname.lastname@example.org to discuss your marketing requirements today!