Juvéderm: Improving Product Sales through Demystification and Education

Juvéderm

Health & Wellness

Canadian women want to look like the best version of themselves with natural, glowing skin. Enter Juvéderm—the world’s number one doctor-recommended facial filler. Allergan Canada challenged Proof to convince Canadian women to find out more.

Where Did We Start?

Benchmarking surveys revealed the biggest barrier was “fear of unnatural looking results, looking fake.” Armed with these findings, we set out to demystify facial fillers and demonstrate that Juvéderm delivers natural-looking results.

What Opportunities Did We Identify?

Every element was carefully curated to showcase real women and address the key barrier. We connected by focusing on the emotional benefits of looking and feeling great, healthy and confident and used the channels our target audiences trust.

What Was the Solution?

A year-long campaign anchored by “Beauty Decoded Live,” hosted by The Social’s Lainey Lui (notorious critic of fake-looking celebrities). A live demonstration by world-renowned expert Dr. Mauricio de Maio served as the official kick-off event to a year of content: influencer marketing, earned and paid media, sponsored content, and local clinic events.

How Did We Do?

Through real-time technology and post-campaign measurement, we reduced respondents’ fear of unnatural looking results from 66% to 11%. Likelihood to book a consultation increased from 46% to 76%. Sales of Juvéderm rose by 10% and Allergan’s loyalty program saw 25,000+ new sign-ups.