Botox Cosmetic: Brand Website and Digital Strategy
The situation:
The longtime leader faced new competition while remaining relevant in a changing demographic. Give the BTXC website a makeover to align with the new 2018 campaign creative in a mobile-first way, move considerers along the treatment journey and enroll them in the Brilliant Distinctions® consumer loyalty program.
The idea and execution:
More relatable, empowering messaging and tonality is the underpinning for improving brand consideration among women and men and shifting perception. Priority CTAs, including “Find a Specialist” and Sign Up prompts for Brilliant Distinctions® appear in multiple locations throughout the site to drive a larger volume of searches for specialists (and get considerers into their offices for treatment) and increase overall enrollments in BD, which supports numerous Allergan brands in addition to BTXC.
The execution:
Full site project, from strategy, research and UX to creative design and site development
