The Challenge
Ozhean A.M Clinic is a Korean aesthetic clinic in Bangsar and Bukit Jalil, Kuala Lumpur, from the founder of the Ozhean Skin and Plastic Surgery clinics in Seoul. It offers premium beauty treatments using leading techniques. Most of its revenue came from its offline branches, which were affected by the COVID-19 pandemic. It was looking to improve its appointment rate by getting more quality leads and appointments.
Our Approach
Primal developed and executed Facebook advertising campaigns, with the objective of generating high-quality leads and personal enquiries, which were monitored weekly through direct communication with the clinic.
The Facebook ads were messaging ads, which opened a chat with the clinic on WhatsApp or Facebook Messenger. They ran as 3 messaging campaigns, for business as usual, promotions and treatments, with an engagement campaign beside them. The campaigns reached new prospects, lookalike audiences created from the clinic’s customer list, and remarketing audiences. Primal split the customer list by treatment, to create more specific audiences.
Each treatment had its own ads. New ads were added for seasonal promotions, such as Chinese New Year and Hari Raya, and to refresh the creatives. Through the campaigns, Primal turned off ads with a high cost per conversion and reallocated budget between remarketing and lookalike audiences. When Facebook rejected ads under its personal attributes policy, Primal revised the ad copy and asked Facebook support for a manual review.
Bi-weekly check-ins gave the results week by week. Monthly media reports, a live dashboard and monthly meetings, at the clinic or online, kept Ozhean up to date on each campaign.
Outcomes Achieved
- 172%Return on Ad Spend (ROAS) Achieved
- RM26KIncrease in Revenue
- 6.35%Increase in Conversion Rate from Lead to Booked Appointment
Key Insights
- Most of Ozhean’s revenue came from its offline branches, which the COVID-19 pandemic affected, so it looked for more quality leads and appointments.
- The Facebook campaigns aimed at high-quality leads and personal enquiries, and were monitored every week with the clinic.
- Return on ad spend reached 172%, and revenue rose by RM26K.
