Client:

Turkey Hair Transplant Centre – Calicut & Kochi, Kerala

Objective and Goals:

• Primary Goal: Generate quality leads with high potential for conversion into customers.
• Secondary Goals: Increase brand engagement, awareness, website traffic, and trust.
• KPIs: Leads, Cost per Lead, Reach, Video Views, Post Engagements.

Strategy and Execution:

• We developed a social media marketing strategy targeting the Onam festival, which is one of the biggest celebrations in Kerala. To capitalize on this festive period, we launched a special Onam campaign offering discounted hair transplant and skincare services.
• The campaign was boosted by a collaboration with a local influencer, who showcased the clinic’s services and special offers through a promotional reel.
• We ran multiple lead generation campaigns on social media platforms, tailored to the festive season and the special offers.
• Details of the Strategy:
  • Created a highly relevant message to connect with the audience during Onam.
  • Ran targeted social media ads using custom audiences and lookalike audiences based on previous engagements and lead form submissions.
  • Leveraged influencer marketing to enhance trust and spread awareness of the offers.

Results:

• Total Leads: 498 Quality Leads
• Cost per Lead: ₹25.41
• Total Budget: ₹12,653 INR
• Reach: 96,752
• Impressions: 193,630
• Post Engagements: 16,494

Conversion Rate Calculation:

Conversion Rate = (Total Leads / Total Post Engagements) x 100

Conversion Rate = (498 / 16,494) x 100 = 3.02%

Challenges and Solutions:

• Challenge: Creating an accurate customer persona for a cosmetic service like hair transplants is difficult, especially when offering a discount. It's important to target people who are already aware of the service, as newcomers may not fully understand the value of the offer.
• Solution: We addressed this challenge by creating a middle-of-the-funnel audience, focusing on:
  • People who had already engaged with our social media.
  • People who had submitted lead forms in previous campaigns.
  • Visitors to the clinic’s website.
  • We also used custom audiences and lookalike audiences to ensure we targeted individuals who were more likely to convert.

Dates:

Campaign Duration: 1st September to 20th September 2024