Avery B. Solomon
Radiesse
Digital Ad Campaign
Case Study
INSIGHTS:
Combined with the bolder visual composition and updated imagery, the refreshed creative direction contributed to stronger engagement performance, with Concept B’s high-impact units achieving a 0.34% CTR compared to 0.26% in the earlier iteration (Concept A)
Click-through Rate
Over 3x the NewBeauty and Industry benchmark of .1%
.31%
2.7
Million
Impressions
Delivered
OBJECTIVE:
Concept A: Q1 2025
Concept B: Q3 2025
Reimagine a clinical injectable brand through a more editorial and emotionally driven lens while still navigating strict pharmaceutical and brand guidelines (PRC/MLR). The project became an opportunity to explore how luxury-inspired visuals and storytelling could soften the traditional clinical feel often associated with aesthetic advertising.
CONCEPT A - FOUNDATION
The original campaign direction focused on creating a clean, high-contrast visual system rooted in clinical credibility and immediate product recognition. Bright cyan backgrounds, direct product messaging, and tightly cropped model imagery were used to communicate the science-backed benefits of Radiesse in a bold and highly readable way across all display sizes.
While Concept A successfully established strong brand visibility and clear treatment messaging, performance insights revealed an opportunity to evolve the campaign into a more immersive and emotionally engaging experience.
Building from the strongest-performing elements of Concept A, the campaign evolved into a softer, more elevated visual direction inspired by natural rejuvenation and regenerative aesthetics. Rich lifestyle imagery, dimensional lighting, organic greenery, and editorial-inspired layouts were introduced to create a warmer and more aspirational interpretation of the brand. Rather than focusing solely on the treatment itself, Concept B shifted toward creating a feeling — positioning Radiesse within a more modern, luxury-inspired beauty space while still maintaining the brand’s clinical credibility and performance-driven messaging. The evolution allowed the campaign to feel more human, immersive, and visually memorable across every placement.
CONCEPT B - EVOLUTION
EXECUTION
Audience insights from the 2025 digital campaign were analyzed alongside proprietary NewBeauty market research to better understand consumer perceptions surrounding biostimulators and aesthetic treatments. The research highlighted key emotional motivators, treatment hesitations, and visual preferences that informed both the messaging and creative direction of the campaign evolution.
Campaign creatives were launched across high-impact NewBeauty placements, including display, editorial, and digital advertising environments. Performance was continuously monitored across placements and creative variations, allowing insights from Concept A to directly inform the refinement and growth of Concept B. The result... a more cohesive and strategically optimized creative system designed to strengthen engagement, visual consistency, and overall campaign impact.