CoolSculpting® Boosts Impact with Optimized Digital Campaign
“The data from GrowthAds guided our decision-making and encouraged us to rethink our initial assumptions. Thanks to strategic optimizations, we were able to reduce our CPA by 41%.”
Dustin Hovey, Associate Director, Digital Strategy and Analytics, Allergan Aesthetics
41%
Reduced CPA
25%
Sales Growth
Allergan Aesthetics, a subsidiary of AbbVie, produces a range of aesthetic products, including Botox® Cosmetic, CoolSculpting®, and the Juvéderm® Collection of dermal fillers.
Industry
Healthcare
Brand
Allergan Aesthetics
Product
GrowthAds Advertising Platform
Challenge
Allergan Aesthetics, known for its leading portfolio of aesthetic products, aimed to optimize its direct-to-consumer campaign for CoolSculpting® and CoolSculpting® Elite. To achieve this, they needed a deeper understanding of their lower-funnel audience and their conversion behaviors. The goal was to drive potential customers to click on the “Find a Provider” call-to-action and book a CoolSculpting® appointment with a local healthcare provider or medical spa.
Solution
GrowthAds partnered with Allergan Aesthetics to optimize their CoolSculpting® “Find a Provider” campaign by gaining valuable insights into their current customer base while also targeting new audiences. By understanding which customers were taking conversion actions, Allergan was able to better reach potential clients. GrowthAds’ dayparting optimization, paired with real-time conversion data, helped Allergan fine-tune their ad spending. For instance, they discovered that ads were more effective during the week than on weekends, leading to a strategic reallocation of their budget to focus on weekday ad placements.
Results
Through continuous optimizations based on insights from the GrowthAds Platform, Allergan Aesthetics was able to significantly lower their cost per acquisition (CPA) and drive sales growth for their CoolSculpting® treatments. Thanks to these data-driven adjustments, Allergan reduced their CPA by 41% (from $182 to $74) and saw a 24.6% increase in CoolSculpting® sales. The “Find a Provider” campaign not only boosted business for Allergan’s clients, such as healthcare practitioners and medical spas, but also contributed to higher sales of both CoolSculpting® equipment and consumable products (used in the applicator).
