Candela
The release of Candela’s much-anticipated RF microneedling technology, Matrix Pro, had been delayed. With heavy-spending competitors represented by celebrity spokespeople already in market, the company needed to accelerate consumer awareness, preference and measurable demand for Matrix Pro.
A mass-appeal campaign driving national demand could backfire by overwhelming the limited, but growing, Matrix Pro install base. We. focused on a few key markets, inviting leading local media and opinion-makers to experience Matrix’s treatment with VIP beauty service providers — and even try head-to-head comparisons with similar treatments. Testimonials from these 210+ treatments were amplified on paid media, driving localized traffic to a physician finder. Events in four cities attracted 130 editors and influencers, with 200+ pieces of organic influencer content and earned media resulting.
The strategy resulted in over 136K visits to Candela’s Matrix Pro microsite over two months. Providers who participated in We.’s programming reported business lift. And some of the beauty industry’s most relatable and influential providers became trusted spokespersons for the treatment.
