The Problem
SW Skinthetics offered premium aesthetic treatments. HydraFacials, microneedling, PRP, laser. out of a beautifully designed clinic, but the marketing was a single Instagram account that posted erratically. Bookings hovered around 24 consultations a month, mostly word-of-mouth. The founder was a brilliant practitioner but had never run a paid ad.
The brief: fill the chairs, build a brand that women in the city actively recommended to each other, and do it without making the clinic feel like a discount mill.
The Approach
Aesthetics is a category where trust is everything and price never wins. People book based on before/after photos, the practitioner's face, and what their friends say. So I built a content-first stack that fed paid amplification.
Content System: we shot a month of content in a single 6-hour day: treatment walkthroughs, founder POV explainers, real client transformations (with consent), and "myth vs fact" carousels for the algorithm. Three formats, three posting cadences, one shoot day.
Meta Ads: we ran two ad systems in parallel: a brand awareness layer with the founder's expertise content, and a conversion layer pushing low-friction consultation bookings (₹500 deposit, refundable). Lookalike audiences off the Calendly conversion event scaled the winners.
Influencer Seeding: instead of paying mega-creators, I worked with 28 micro-influencers (8K-80K followers) for free treatments + a usage-rights agreement. Their content became our best-performing ads.
TikTok: pure top-of-funnel awareness. Treatment-process videos at 11 seconds, no music, captions on. Cheap reach, surprising booking lift.
The Outcome
By month 6, the clinic had a 3-week consultation waitlist and the founder hired a second practitioner. The Klaviyo flow. birthday treatments, post-procedure care reminders, "it's been 90 days since your last HydraFacial". was driving 23% of monthly revenue from existing clients alone.