Raising public knowledge on XEOMIN

Overview

XEOMIN (incobotulinumtoxinA), is a US FDA approved aesthetic treatment by Merz Aesthetics. XEOMIN treats frown lines, crow’s feet and forehead wrinkles with efficacy and safety without the harmful resistance built up over time. The treatment contains zero complexing proteins, reducing the risk of Botulinum Toxin Resistance in patients.

Challenges

XEOMIN is safer and risk-free compared to other aesthetic treatments in the industry but consumers are not aware. The lack of brand awareness impedes XEOMIN to further educate the public about its product information. Due to strict regulations, XEOMIN had to be advertised in an unbranded campaign concept. The concept aims to draw attention to the product and its benefits, intriguing consumers to visit the brand’s website.

Solutions

Through Adwright’s research on beauty trends and past treatment patients, it identified that there was a gap in consumer’s knowledge and treatment efficacy. Adwright seeks to educate consumers on the dangers of Botulinum Toxin Resistance and provide them with a solution. XEOMIN also provided consumer research that indicated the negative aspects of aesthetic treatments. The results uncovered that consumers were anxious and did not understand the common side effects faced by aesthetic treatment patients. With the information harnessed, an educational message was conceptualised—emphasising on XEOMIN’s treatment benefits compared to other alternatives.

Adwright created a suite of visual messages that incorporated the research findings with the emotional process of a consumer. It was executed by presenting and framing the research results in an emotional-driven story. The concept embodied in four visual messages portrayed the sequence of the thought-process of an aesthetic treatment patient. Together, the research findings and storytelling created a rational yet compelling piece of educational message. The campaign name, ‘Choose Pure Choose Zero’ was coined which educated aesthetic treatment-interested consumers to opt for a safer choice. The campaign direction and execution plans were then compiled into a campaign guide to support brand communication across the Asia-Pacific region.

Stage 2 – Considering other types of aesthetic treatments

The second visual reflected the patient’s shift of mindset into the consideration of a new treatment. The research result presented how patients noticed the deficient efficacy of their treatment and that change is required.

Campaign Concept

The four messages presented the sequential thoughts of a patient who had undergone aesthetic treatments. The process started with a patient’s experience in declining treatment effectiveness to consultation with aesthetic experts and finally feeling gratified after XEOMIN treatments.

Stage 1 – Experiencing declining effectiveness in aesthetic treatments 

The first visual emphasised on the declining effectiveness of conventional treatments after a duration of time. This sentiment, backed with the research findings showed that a majority of aesthetic treatment patients have experienced the same issue.

Stage 3 – Gaining knowledge about aesthetic treatments from experts

The third visual draws on the state of realisation. The patient’s understanding of aesthetic procedures started to get unclouded and shaped by expert’s facts. The research results highlight the lack of knowledge of the side-effects that would happen should patients undergo other conventional aesthetic treatments.

Stage 4 – Achieving beauty and confidence with Botulinum Toxin treatments

The last visual presented positive statistical findings from experiences of past XEOMIN patients. It depicted the positive emotion felt by the patient having undergone the treatment — the patient felt confident and empowered and regretted not trying the treatment earlier.

In totality, the four sequential visuals aimed to present XEOMIN as a means to an end for all ineffective aesthetic treatments.

A suite of marketing materials was also created to complement the master posters. A doctor video was created to feature insights and endorsements from doctors, highlighting XEOMIN’s benefits and safety while establishing trust and credibility between the consumers and the product. It was followed by an educational video that showcased the complex purification process of the active ingredient. These Above-The-Line methods answered and alleviated the consumer’s emotional doubts on aesthetic treatments. A microsite was launched to present the product information which educated consumers on the dangers of toxin and provided them with a solution. A press kit was also designed to align with XEOMIN’s brand identity, thus, strengthening the brand’s media presence.

Results

With the integrated brand communication materials, XEOMIN was equipped to enhance its brand awareness by educating the public through various touchpoints. The communication materials were adapted and integrated into different Asia-Pacific markets, which improved and reinforced XEOMIN’s brand identity and relevance.

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