Tina Cervera

Resonic: Agency of Record
Launching innovative technology in a crowded
health industry

The situation:

Tasked with differentiating Silhouette InstaLift in a crowded facial aesthetics category while separating it from thread lift procedures and associated negative perception. We needed to create brand awareness and excitement for RESONIC--a completely new technology in the aesthetics category which uses the science of sound to remove cellulite as well as tattoos.

The idea and execution:

To set this brand apart, we had to balance showcasing innovation and technology with a brand campaign, look and feel completely different from the norm in aesthetics. We paired a high-end, luxury look and feel with some fantasy elements to help get eyes on this new product and get them to believe it could deliver almost unrealistic results. The educational messaging was positioned in a light and friendly tone of voice to create a brand identity that resonated with consumers and generated excitement for HCPs.

Optimized the brand launch for huge success by utilizing an integrated strategy approach, including white glove HCP touchpoints, PR blitz, social media channel launches, HCP brand experiences, trade shows, webinars, paid media, and more.