Jeffrey R Loibl

Strategic direction:
In 2022, there was an immediate need to retool the existing BOTOX Cosmetic campaign to be more effective by being more authentic to the consumer—moving away from constructed environments and filming techniques to put the focus squarely on real people. To do so we put out an open casting call to all patients so we could identify real stories with the real empowering results. Over 19,000 patients responded! With simple sets, we made the people the centerpiece of the production. This allowed us to double down on the aspirational yet attainable qualities of the BOTOX Cosmetic product, letting the patients channel the confidence and excitement the brand delivers.

How did we do? The revised campaign outperformed the previous iteration with a significant lift in KPIs, including: likelihood to request specific brand, likelihood to make an appointment, and likelihood to get treated. We vastly improved our standing with Millennials. Paid social beat the prior campaign metrics by 3x. And brand consideration doubled across the board.
Channel: OLV, TVC, digital social and performance
Role: Executive Creative Director