Sociallyin: A Social Media Management CompanyFree Proposal

Case Study · Lumenis Aesthetics

In January 2019, Lumenis had 520 US fans on Facebook. A year later it had 16,165.

Lumenis makes the lasers and light-based devices that aesthetic practices use for hair removal, tattoo removal and skin resurfacing. Sociallyin ran its US social media from 2019 into 2020: the content, the community, the event coverage and the ads.

Before520January 2019

After16,165January 2020

  • 520 → 16,165US fans on Facebook, January 2019 to January 2020
  • +28,783followers across Lumenis’s five accounts, February to December 2019
  • 864form leads at $3.08 each from one 2020 campaign for Lumenis and Geneo

Follower growth includes paid follower campaigns · leads are paid form leads

01 · 520 Fans

Lumenis helped bring IPL to aesthetic medicine. In January 2019 it had 520 US fans on Facebook.

Lumenis was among the first to bring intense pulsed light and CO2 laser resurfacing to aesthetic medicine. On February 1, 2019, the five Lumenis accounts we took on had 27,596 followers between them, and most of them were on LinkedIn. On Facebook, where patients and practice owners scroll, it had 578 US fans.

02 · Real People, Real Treatments

The ads that won showed someone getting the treatment.

Through the first half of 2019 we ran product shots, doctor features, event promos and treatment footage. The follower campaigns that summer ran on treatment footage: tattoo removal with PiQo4, hair removal with Splendor X, body tightening with NuEra. The tattoo removal ad alone drew 434 reactions, 45 comments and 204 shares.

By September our strategy review could say it plainly: since January, every one of the best-liked ads had shown a real person getting a procedure.

Follower campaign ad, October 2019
  • Frame from the PiQo4 tattoo removal follower ad: a tattoo on skin during treatment.

    Follower campaign

    Tattoo removal with PiQo4

    434 reactions45 comments204 shares

  • Frame from the Splendor X hair removal follower ad: a patient in protective goggles as the handpiece passes along her jaw.

    Follower campaign

    Hair removal with Splendor X

  • Frame from the NuEra follower ad: a treatment on a patient's back, face turned away.

    Follower campaign

    Body tightening with NuEra

03 · September 25, 2019

Four months of follower campaigns. 13,119 new page likes.

The follower campaigns ran from July to October 2019. The page gained 5,635 likes in July, 3,324 in August, 2,245 in September and 1,915 in October, paid and organic together. The page’s monthly impressions, 5,471 in January, reached 907,522 in August.

New page likes per month
SessionMonthNew page likesDrawn to scale
01July 20195,635
02August 20193,324
03September 20192,245
04October 20191,915

On September 25 we lined Lumenis up against the brands it sells against. Its US fans numbered 14,083. Candela’s whole page had 14,024, Cutera’s 11,408, Alma’s 6,959 and Cynosure’s 6,165. Only CoolSculpting, a consumer brand, was bigger.

Its US audience alone had passed all four.

04 · Elevation Mastery

We covered the events where practices learn the devices.

Lumenis trains its customers at Elevation Mastery, a series of hands-on events in cities including San Diego, Seattle, New York, Dallas, Chicago and Los Angeles. We promoted each one with ads geotargeted around the venue, and made videos around the faculty and the devices.

For Los Angeles, in November 2019, a Sociallyin team member worked the room at the SLS Hotel, posting as it happened. We ran ads and event content for the big trade shows that year too: the American Academy of Dermatology meeting in Washington, ASLMS in Denver and Plastic Surgery The Meeting in San Diego.

Elevation Mastery Los AngelesSLS Hotel · November 2019

  1. A full room facing the Lumenis stage at Elevation Mastery Los Angeles.The full room
  2. A hands-on treatment demonstration on a bed while attendees watch.Hands-on demo
  3. A presenter welcoming the room from the stage.Welcome
  4. A speaker on the Lumenis-branded stage.Keynote
  5. A device training station beside a treatment bed.Training stations
  6. A workshop room with Lumenis devices and trainees.Workshop room

  • Venue card, Elevation Mastery Los Angeles

  • Facebook ad announcing Elevation Mastery in Seattle, with a Sign up button.

    Event ad, Seattle

  • Instagram Story ad for Elevation Mastery New York.

    Story ad, New York

  • Device lineup for Plastic Surgery The Meeting, San Diego

05 · February to December 2019

From 27,596 followers to 56,379 in ten months.

Between February 1 and December 11, 2019, the five Lumenis accounts we ran went from 27,596 followers to 56,379. Facebook did most of it, going from 578 US fans to 16,162. LinkedIn grew from 21,248 to 29,861 and Instagram from 4,492 to 8,293.

Before · February 1, 2019

  • All five accounts27,596
  • LinkedIn21,248
  • Facebook578
  • Instagram4,492

After · December 11, 2019

  • All five accounts56,379
  • LinkedIn29,861
  • Facebook16,162
  • Instagram8,293
Both panels drawn to scale on the same axis. The outline in the after panel is the February 1 figure.

The paid side in 2019, from the Facebook ads account: 4,169,051 impressions and 25,772 clicks.

Early in 2020 we turned to lead generation. A beauty-trends campaign for Lumenis and its skincare brand Geneo ran from January 14 to February 26, 2020. It spent $2,659 and brought in 864 form leads, $3.08 each.

A device wins followers when people can watch it work on someone.

Selling a device that changes how people look?

Let’s show it working.

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