Pulse Light Clinic
Real People True Results Campaign
The aim of this campaign was to capture our clients' testimonials and share their personal journeys at our clinics. These individuals chose to undergo a procedure and kindly offered their stories and honest reviews post-treatment. As a result, we generated significant interest and leads through native advertising.
The photoshoot was conducted in a studio with our in-house photographer and videographer. Each week, we introduced a new client by publishing a blog, YouTube video, Facebook and Instagram stories and posts, Twitter updates, and featuring them on the treatment page.
I was responsible for reviewing and approving all produced content, including copywriting, captions, taglines, video edits, and colour schemes.
Promotion: Social Media, In-Clinic Posters, Blogs, YouTube, Brochures, and In-Clinic Videos.
Blog Posts
Promotional Video
In the aesthetics industry, numerous restrictions apply to social media, particularly concerning policies and regulations. Since 2020, significant changes have impacted what can be shown in PPC adverts, especially regarding skin conditions, before-and-after results, and strict protocols for laser machines used in aesthetic treatments.
Nudity specifications and other guidelines must also be followed. These videos, primarily used as paid ads on social media, have successfully generated nearly 3,000 new leads. The ads are also displayed in clinic waiting areas and receptions.
Brochures
A comprehensive range of brochures has been created for each treatment to support sales efforts. The sales team attaches the relevant brochure to every quote, ensuring all necessary information is shared to keep clients engaged.
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I oversaw social media posts by managing a content calendar. The team would prepare monthly suggestions, and we would then meet to agree on topics based on seasonality, new treatment launches, and sales performance. The Instagram grid consistently featured skin treatments during the week, along with laser hair and tattoo removal and a body treatment. Post reviews were conducted weekly, and we occasionally had to adjust topics on the spot based on performance results.
TikTok
TikTok had just launched in the UK in 2020, and during the pandemic, its popularity grew rapidly. Initially, the platform was primarily used by 13 to 14-year-olds, and even younger users, but soon, older content creators joined, making it an opportunity we couldn't miss to build our presence and expand brand awareness.
We incorporated TikTok into our social media plan, starting with just one post per week, gradually increasing as our presence grew. Once we had a regular posting schedule and had studied the trends, we began attracting significant views and even created some viral videos. Our approach was to follow the trends while also producing content that highlighted our services. I believe TikTok has significantly transformed social media since its inception. After a year of consistent posting, we started generating sales leads. (Links are included to watch)
Events In-Clinics
As the company expanded its investments in skin treatment technologies and injectable products, we organised launch events for our clients in collaboration with vendors. One such event featured Neauvia, a renowned European brand that was relatively new to the UK market. The event aimed to introduce our clients to Organic Dermal Filler injections, offering a day of complimentary consultations with our doctors. Below is the promotional material we created for social media, our website, posters, and Google ads.
GB News Interview
Following an in-depth article in The Guardian about tattoo regrets, where a journalist spent a day at our clinic interviewing clients and practitioners about their reasons for tattoo removal, we received an overwhelming number of media requests for interviews. This included TV appearances on channels like GB News to discuss the topic. I was invited by Colin Brazier to appear on his live talk show. It was my first experience speaking on live television, and although I was quite nervous, I still managed to share some valuable insights.