A Hair Clinic reached 5.9 million potential customers, boosted awareness and generated leads in a cross-border campaign that combined video and carousel ads with international audiences.
Hair Transplant Clinic
Building awareness and generating leads with Facebook international lookalike audiences
CASE STUDY
THE STORY
Treating hair loss
A Greek Hair Clinic that operates in Greece and Cyprus. The client offers a range of specialist services, from diagnostics to surgical hair restoration. The brand attract patients from all over the world, who travel to Greece or Cyprus for hair loss treatment.
THE GOAL
Reaching patients around the world
Our client wanted to promote its clinics to potential patients from the UK, France and Germany and establish the brand as an appealing place to travel to, for treatment.
THE SOLUTION
Building trust through video ads
During summer of 2020, we designed a marketing campaign with the slogan “We Are On Board” to build and maintain top-of-mind awareness with potential patients beyond its home markets of Greece and Cyprus. Although international travel was limited during summer 2020 because of the coronavirus (COVID-19) pandemic, our client aimed to build trust with these audiences by highlighting its commitment to patient safety and delivering exceptional medical services.
For the Facebook portion of this marketing activity, we began by creating video ads to establish brand awareness, as well as carousel and photo ads featuring travel-related images and a call to action to visit a website landing page in the appropriate language.
We showed these ads to audiences similar to its patients from Greece and Cyprus, using international lookalike audiences to reach men aged 25–60 in the UK, France and Germany. People saw the ads in the Facebook and Instagram feeds, in Stories and across Audience Network placements.
The second phase of the campaign aimed to generate leads from potential patients, so we prepared further ads and showed them to people who had interacted with the initial video ad or who had visited the website as a result of seeing an ad. These lead ads encouraged people to enquire about the clinics’ services by clicking directly on the ad to open a lead form.
THE RESULTS
Creating strong roots for growth
The summer campaign ran between June 25–September 24, 2020, and was effective in connecting with potential patients in target markets. Having assessed campaign performance, the client reported the following results:
- 5.9 million people reached
- 30% lift in revenue from target countries, compared to the same period the previous year
- 21% increase in leads from target countries, compared to the same period the previous year
