The Cosmetic Clinic Valentine's Day

New to the New Zealand market, The Cosmetic Clinic’s mission is to make you look and feel good about yourself and they have a wide range of treatments and products to deliver just that. Whether you are looking for laser hair removal, cosmetic injectables, microdermabrasion, acne management, treatments for rosacea, pigmentation, scarring, sun damage or just great skin care. At the time, the current market in New Zealand for non-invasive treatments hadn’t been affordable to the average New Zealander. The Cosmetic Clinic’s philosophy is to provide clients with good value, affordable, accessible and effective cosmetic treatments.

Objective:

To create brand awareness and education to the average New Zealander on the availability, accessibility and affordability of Dermal Fillers at The Cosmetic Clinic.

Strategy:

By generating buzz and excitement via a creative Valentine’s Day brand awareness and education campaign.

Implementation:

Publicity PR implemented this campaign through a creative media send out, where a selected list of digital media and social influencers received a delicious Valentine’s Day gift.

The gift included a red rose tied to a custom white box. When opened, media were surprised by a lemon meringue doughnut with a syringe sticking out of it. There were special tabs to pull the doughnut out of the box to avoid getting messy hands.

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Outside the box, a Valentine’s Day card read “Inject Yourself with Love and Deliciousness this Valentine’s Day.” Media could then ‘inject’ the doughnut with a delicious filling. This was a play on the lip fillers treatment The Cosmetic Clinic offers, because who doesn’t want ‘kissable (delicious) lips” on Valentine’s Day?

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To provide education on dermal fillers, Publicity PR designed a creative fact sheet that was informative and easy to read. Media could then put two and two together on the relation between injecting the doughnut and injecting lips.

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Results:

The doughnuts proved to be successful as the send out received an 80% success rate, with 12 of the 15 recipients posting on social media. Overall the sendout received 35 pieces of coverage with a total reach of 30,214.

Beyond the launch of this campaign, influencers and media started reaching out to The Cosmetic Clinic on expert advice on cosmetic treatments. These treatments are becoming more common and acceptable. Since Valentine’s Day, in the space of 6 months, a total of 303 pieces of coverage with a total reach of 6,374,283 was achieved.

Tara Ahmed