CoolSculpting ran an Instagram and Facebook video ad campaign to boost brand awareness of its non-surgical fat reduction treatment among aesthetic-conscious men, resulting in a 17-point lift in ad recall.
CoolSculpting uses a non-invasive, patented cooling technology to freeze and treat fat cells without surgery or damage to other cells, and with little to no downtime. The most popular areas for treatment include the abdomen, thigh, back, upper arms, and underneath the chin and jawline.
lift in ad recall
lift in brand awareness among ages 45–54
CoolSculpting wanted to increase brand awareness among US men, particularly those who were highly interested in the sport of golf and in taking care of themselves.
The CoolSculpting fat-freezing procedure is a non-surgical fat-reduction treatment that uses controlled cooling on stubborn fat cells that resist efforts through diet and exercise. While the company has had tremendous success increasing brand awareness among women with its digital ad campaigns, it had focused less on men.
To expand the audience for its latest ad campaign and raise awareness in the male demographic, CoolSculpting—together with its media agency, MediaCom—decided to run video ads in Instagram feed, Instagram Stories and Facebook News Feed in its first-ever campaign aimed specifically at US men.
CoolSculpting designed the ad content to help male viewers make a connection between the CoolSculpting brand and sports, and the videos all featured professional golfer Ian Poulter. The ad creative showed Poulter goofing around on the golf course with an affable group of guys, explaining how stubborn mid-section fat can shake up someone’s golf game, and included messaging that nonsurgical CoolSculpting fat reduction treatment can help. Some ads had a Learn More call-to-action button that linked through to the company website.
CoolSculpting showed the ads to US men aged 35–65, as well as to those with an interest in golf, Ian Poulter, weight loss, dieting, health and fitness. The company determined the results of the April 13–June 30, 2018 campaign using a Facebook brand lift study, which revealed:
17-point lift in ad recall
9-point lift in brand awareness among those aged 45–54
3.5 million people reached