Syneron maintains VelaShape launch momentum by engaging influencers
A leading innovator in medical aesthetic devices, Syneron Medical Ltd. was the first company to receive FDA clearance for the reduction of the appearance of cellulite as well as circumferential reduction of the thigh.
Challenge: The VelaShape cellulite and circumferential reduction device launched in 2007 with great success, generating more than 9 million impressions in the first five months of product availability. The challenge for Syneron marketing was to maintaining that momentum in a media climate that desires only the latest FDA-approved beauty treatments.
Airfoil sought to increase the media relations momentum of the VelaShape device during the summer season, when body image is top of mind for many women. Airfoil desired to increase treatment awareness among the target consumer audience, women 18-64, to drive device sales among the company’s target physician audiences.
Solution: Airfoil identified two target audiences most likely to be interested in and benef
it from VelaShape treatments – post-pregnancy mothers and fit women. Airfoil secured two influencers to target these demographics – Jessica Denay, founder of the Hot Mom’s Club, and a noted fashion and beauty reporter from a well-respected women’s lifestyle magazine. Both spokespeople when through the treatment process and were able to talk about the results first-hand with reporters and influencers. The “The Busy Girl’s Guide to a Beautiful Body” and “The Busy Mom’s Guide to a Beautiful Body” were written by Airfoil and provided to media and consumers via in-person meetings, in physicians offices and as a PDF download on www.velashape.com.
it from VelaShape treatments – post-pregnancy mothers and fit women. Airfoil secured two influencers to target these demographics – Jessica Denay, founder of the Hot Mom’s Club, and a noted fashion and beauty reporter from a well-respected women’s lifestyle magazine. Both spokespeople when through the treatment process and were able to talk about the results first-hand with reporters and influencers. The “The Busy Girl’s Guide to a Beautiful Body” and “The Busy Mom’s Guide to a Beautiful Body” were written by Airfoil and provided to media and consumers via in-person meetings, in physicians offices and as a PDF download on www.velashape.com.Simultaneously, Airfoil’s team targeted new mothers in the blogosphere to secure treatment trials and reviews throughout the summer months. Airfoil also used the Blogher event as a means to drive treatment trials and awareness and distribute “The Busy Mom’s Guide to a Beautiful Body” to attendees.
Through interactions with the media, influencers and bloggers, Airfoil had successfully increased VelaShape impressions and inserted VelaShape into the mainstream consumer conversations about summer beauty.
Results: Airfoil positioned VelaShape as an effective cellulite and body shaping treatment among its target audience. During the Q2 and Q3 2008 campaign period, more than 70 million VelaShape impressions were generated. To date, VelaShape has been featured on national media including Shape Magazine, RealSelf.com, New Beauty, O, The Oprah Magazine, OK Weekly, The Insider, E! News, iVillage, Fox & Friends, the Morning Show with Mike and Juliet and through blog reviews.