Allergan Aesthetics, an AbbVie company, manufactures aesthetics products such as Botox® Cosmetic, CoolSculpting®, and the Juvéderm® Collection of fillers.
“We let the Quantcast data decide what to do, as opposed to what our inclinations were. As a result of smart optimizations, our CPA dropped by 41%.”
Associate Director, Digital Strategy and Analytics
Allergan Aesthetics, which develops, manufactures, and markets a portfolio of leading aesthetics brands and products, wanted to optimize their DTC campaign for their CoolSculpting® and CoolSculpting® Elite product line. In order to do this, they needed to more precisely understand their lower-funnel audiences that were taking conversion actions. Allergan Aesthetic’s goal was to drive potential customers to click on the “Find a Provider” campaign and book a CoolSculpting® appointment with a local healthcare practitioner or medical spa.
Quantcast worked with Allergan Aesthetics to optimize their CoolSculpting® “Find a Provider” campaign by uncovering unique insights about their current customers while also prospecting new audiences. By understanding more about the customers who were taking conversion actions, Allergan was able to more effectively reach prospective customers. Quantcast’s ‘day parting optimization’ capability, combined with real-time conversion data, enabled Allergan to effectively plan ad spending. For example, Allergan Aesthetics discovered that ad spend was more effective with these audiences during the week vs. the weekend, so they reallocated ad spend to reach customers primarily during the week.
By making iterative optimizations to their CoolSculpting® campaign based on data insights from the Quantcast Platform, Allergan Aesthetics was able to dramatically reduce cost per acquisition (CPA) and help drive sales growth for their CoolSculpting® treatments. As a result of smart optimizations, Allergan Aesthetics’s CPA dropped by 41% (from $182 to $74) and CoolSculpting® sales grew by 24.6%. The “Find a Provider” campaign not only increased business for Allergan’s customers (healthcare practitioners and medical spas), but it also drove sales for both the CoolSculpting® equipment as well as consumable products (the cards that are used in the applicator).
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