Andy Badalamenti

WHEN BEAUTY BRANDS NEED A SOCIAL MAKEOVER

Allergan Medical Institute (AMI) is the professional training arm for Allergan—makers of BOTOX®, JUVEDERM®, and other blockbuster dermatology brands. Their primary audience is physician assistants in dermatology offices, followed by dermatologists, then nurse practitioners. Although known for its excellent training, AMI was NOT known for its social media presence. Plagued by low engagement, they contracted our firm for a year to turn their social media around. I was the lead creative on this account, serving as the content strategist and lead writer. We helped reshape their social brand.

We began with a complete audit of AMI’s competitors. There was a wide range of looks in the category, but given our audience, beauty/high fashion made sense—with a strong educational element.

We had to move beyond just promoting webinars and educate professionals in lots of fun, interesting ways.

We completely reinvented AMI editorial social calendar. In the past, posts focused on upcoming webinars (unclear on details) and holidays. We created regular features, like Trivia Thursday, Faculty Friday, Anatomy Tip of the Month, and many others. Our audience started reading and growing.

Trivia Thursdays were among the most popular posts AMI runs. They really challenged followers with tough facial anatomy questions.

All posts ultimately drove to AMI’s website for a deeper dive into webinars, courses, and downloadable content—all free to registered users.

Tapping into the power of video. Rather than all static posts, we used up to 80% video, which increased engagement substantially.