New Year’s 360 Campaign
Resolution Evolution.
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Rethinking New Years Resolutions.
Every year, thousands of acne sufferers make a resolution to clear their skin. And every year, thousands give up when they don’t see results right away. Curology wanted to circumvent the “February fall-off”—a phenomenon where a huge wave of subscriptions in January is followed by a huge wave of cancellations in February. For this paid social campaign, we wanted to encourage new users to reframe their resolutions, be patient, and look for progress over perfection.
We brought three real Curology patients to our office for a professional photo shoot to show off their slow but sure progress and encourage new and prospective subscribers to trust the process.
Additionally, an email went out to canceled or prospective members encouraging them to subscribe to Curology—with realistic expectations. Open rates and conversion metrics pending.