brand identity, campaign platform, video, print, social, digital, website, influencer program, HCP materials
Fake, phony, plastic, superficial. There’s a lot of judgment in the world of injections. Let’s face it, the category has baggage. But Xeomin doesn’t. It’s a modern day injection that temporarily smooths your frown lines. So if you want to kill those wrinkles, do it. Say later to the haters, bye, bye to the stigmas and hello to Xeomin.
Xeomin empowered women who choose to get anti-wrinkle injections by giving them a hammer to break the stigma and say “Later, Haters.” After all, it’s their face, their decision.
Although “Later, Haters” was Xeomin’s first ever DTC campaign, video and still assets were used for both consumer and HCP materials.
Thanks to the campaign, Xeomin saw a significant increase in brand awareness (59% pre-post launch lift), website visits (81% increase YOY), brand searches, and importantly – a more positive brand sentiment (22% pre to post launch lift).