Free to be me.

BOTOX COSMETIC®

Brand Strategy, Integrated Brand & Social Campaign

BOTOX COSMETIC® has been a market innovator and leader in the facial aesthetics segment for many years. However, over the last few years, the competition has been heating up. From next level spa treatments, makeup, face fillers, celebrations of aging gracefully and new aesthetic treatments, consumers are being inundated with other options to achieve their beauty goals. These factors posed a new challenge for the brand that jeopardized their leadership position in the market.

Historically BOTOX COSMETIC® only focused on marketing to healthcare professionals in clinics. But with increasing competition, the brand needed to be more direct and shift to consumer marketing to drive growth. To connect to people before they visit their clinic. To accomplish this, we needed to create a new consumer value proposition and launch a powerful direct to consumer campaign to not only convince patients that BOTOX COSMETIC® is right for them, but for them to ask for it by name when consulting with their Healthcare professional.

Challenge

An exciting aspect to this project was that it was the first time the brand was doing a campaign that was unique to Canada, and that featured Canadian patients with Canadian research that focused on the cultural nuances found in every province. So, through behavioural quantitative and qualitative market research, we discovered that BOTOX COSMETIC® has become more accessible and acceptable than ever before in Canada, and a normalized part of self-care routines - especially coming out of the pandemic. We uncovered that aging prevention has one common benefit for our consumers – controlling how they age which helps them live with confidence – and while aging itself is out of our control, we can control HOW we age.

Strategy

Based on the strategic insight and new consumer proposition, we developed a digital campaign platform for the Canadian market entitled “Free to be me” with the idea being that when you are your most confident self, you free yourself to be who you really are. Leveraging the BOTOX COSMETIC® principal brand guidelines, we created work that was on brand, but also unique to the nuanced Canadian market. The creative work consisted of online and social videos, and digital ads and direct to consumer collateral that featured real Canadian women, not actors, sharing how the brand helped them achieve their distinct definition of beauty and celebrate who they are because when you’re “Free to be me” you have the confidence to do anything.