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05

Creamé Beauty Villa

An aesthetic medicine clinic

Location
Dubai, city centre
Market
Premium aesthetic medicine
Industry
Medicine and beauty
Scope
Advertising, Branding, Content

(01)

about the project

A premium clinic focused on device-based and medical treatments for face and body.

A beauty villa in central Dubai, aimed at a premium audience.

Location
Dubai, city centre
Market
Premium aesthetic medicine
Industry
Medicine and beauty
Scope
Advertising, Branding, Content

(02)

a new stage for the project

This March the project entered a new stage: the clinic obtained its medical licence and became a full premium medical aesthetics practice.

That called for a rethink of the whole marketing strategy, taking account of where things stood and of the Dubai market itself.

We reworked the positioning, focused harder on a higher-spending audience and widened the scope, not least by actively bringing in men.

(03)

project goals

  1. 01Build a systematic advertising strategy for medical services. We needed a steady way of bringing in clients through Meta, with the particulars of medical services in mind.
  2. 02Give the promotion of treatments a clear structure. Identify the key treatments that the campaigns would be built around.
  3. 03Strengthen the brand's visual and verbal positioning. The practice should read as a premium medical clinic.
  4. 04Develop advertising formats and a creative strategy. Create a coherent system of ad creative, scripts and ways of presenting the treatments.
  5. 05Plan how the brand grows beyond advertising. Shape its presence outside the campaigns: PR, bloggers, the visual environment, brand objects.

(04)

what we did01 / 05

The advertising system

A system for working with Meta advertising was built. The work continues as constant optimisation and reworking of the campaigns.

  • Structuring the ad account
  • Splitting campaigns by key treatment
  • Setting up retargeting
  • Testing different combinations
  • Optimising campaigns on the results

(04)

what we did02 / 05

Ad creative and scripts

A great deal of work went into the clinic's advertising content.

  • Scripts for the ad films
  • Creative concepts
  • Ways of presenting the treatments
  • Ad messages for the different services

(04)

what we did03 / 05

Advertising strategy by treatment

  • Choosing the key treatments for the campaigns
  • Splitting the work into cold traffic and retargeting
  • Reworking and switching off the campaigns that were not working
  • Rebuilding individual service lines
Creamé Beauty Villa: Advertising strategy by treatment

(04)

what we did04 / 05

Brand platform and growth

Alongside the advertising, we worked on the wider marketing concept for the project.

  • The clinic's positioning
  • What the brand stands for
  • The visual concept for the project
  • Ideas for PR
  • How collaborations with influencers would work
  • New marketing ideas to take the project further

(04)

what we did05 / 05

Merchandise and brand objects

  • The concept for branded scarves
  • Ideas for branded cases
  • Further elements of the visual identity

(05)

tools and approach

  1. 01Launched paid social on Meta (Instagram and Facebook)
  2. 02Creative: treatment video, expert photography, excerpts from reviews, the interior
  3. 03An emphasis on the visual feel and atmosphere of the villa
  4. 04A/B tests of two framings: cosmetology only, and the full range of treatments
  5. 05Campaigns split by the channel leads come through: Instagram messages and WhatsApp Business

(06)

what we learned

  1. 01The strongest response came from device-based cosmetology and real before-and-after video
  2. 02Wellness enquiries appeared once we launched creative with massage, lymphatic drainage and the look of being cared for
  3. 03Hair and nail services bring extra traffic, but the conversions come from higher-priced beauty treatments
  4. 04The best results came from combining three notes: the interior, the expert, the feeling of being looked after

(07)

what comes next

  1. 01Promoting individual wellness services
  2. 02Dynamic WhatsApp funnels for warming leads up
  3. 03Widening the audience with look-alikes and interest segments: wellness, aesthetics, luxury
  4. 04A video presentation of the villa as a lifestyle space with its experts

(08)

result

Advertising for an aesthetic medicine clinic in Dubai: strategy, creative, 2,470 enquiries in three months.

The project covered a full body of work:

  • Building an advertising system for medical services
  • Developing creative and ad scripts
  • Optimising the Meta campaigns
  • Structuring how the treatments are promoted
  • Growing the project's brand platform
  • Developing PR ideas and the influencer side
  • Creating a concept for brand objects and merchandise

The project now has a marketing foundation that holds advertising, branding and brand-building together.