New to aesthetic filler patients had declined by 46% since 2022. Research showed cost, fear of unnatural outcomes, and lack of education holding consumers back from trying HA filler for the first time. Research also showed that 70% of patients were deciding whether they wanted filler outside the office, with 54% of considerers using social media as a trusted source of information, where filler sentiment is negative. Misinformation and fearmongering for views, likes, and shares was dramatically impacting the future of the category.
With providers being the most trusted source of education and information, a strategy was crafted and executed to empower them to use their social media handles to communicate fact over fiction and to engage in productive conversations around common fears and the realities and reasons behind unnatural outcomes right alongside general consumer-friendly HA dermal filler education.
The Naturally You social campaign (#NaturallyYouWithHA) puts 30 post-ready social assets (with new posts already in development) plus insights and platform best practices at the fingertips of every Allergan Aesthetics provider to help solve for negativity together, as a category versus a brand.
The campaign was executed on a shoestring budget (<500K) under a tight timeline (3 months). Given the content was new territory for the organization, fresh references had to be found to support the work through rigorous Medical/Legal/Regulatory/Compliance approval, further upping the level of difficulty against both time and budget.
Deliverables included: Full unbranded brand style guide and usable assets inclusive of messaging development, 2 internal/external marketing presentations, one explainer video, two digtial/print collateral pieces (The HA Handbook and The Social Media Playbook), an in office patient-facing piece, and 30 social assets in various formats (static, video, carousel, and self-recordable scripts) plus recommended supporting post copy and hashtags.
The outcome? 3+ million downloads of resources and assets coupled with robust provider posting resulted in a 30% shift in sentiment in just two months.
The most recent data reveals in the 5 months since launching Naturally You, we have seen a 52% increase in positive mentions, 16% increase in neutral mentions, while negative mentions have remained flat (vs prior 5 months).
