Content in this industry is heavily regulated by Facebook moderators, so the approach was to focus on showcasing the benefits of the product. As the ads were not allowed to be too personal to the users, the posts focused on attractive design and empathising copy instead.
The posts encouraged a positive lifestyle and introduced Allergan’s products as part of that. Discussions about the treatments available were started through the social platform, and statistics were used to fight common misconceptions about the product.
Apart from product education and brand awareness that was done through the social media platforms, leads were also generated for the brand through customised landing pages. These tactical pages focused on pushing out the brand’s seasonal offers and promotions. These landing pages complimented the awareness that was built through the social media platforms, pushing customers further down the conversion funnel.
3 Q&A contests were run on the Facebook page to educate users
on the treatments & services provided.
Results are derived from a campaign period of 2 months.