Jeffrey R Loibl

Business Challenge:
In 2022, BOTOX Cosmetic faced declining effectiveness from an existing campaign that no longer resonated with evolving consumer expectations—particularly among Millennials. Highly produced environments and traditional casting were undermining authenticity, limiting emotional connection, and reducing performance across key lower- and mid-funnel brand metrics tied to appointment intent and treatment consideration.

Executive Ownership & Strategic Direction:
As Executive Creative Director, I led the strategic reset of the campaign, redefining both creative approach and production model to restore relevance and performance. The core shift was a move from constructed storytelling to real patient-led narratives, designed to rebuild trust, modernize the brand’s cultural presence, and better reflect how confidence and empowerment are experienced by actual consumers.

Creative Strategy & Execution:

• Launched an open casting call to all patients, generating 19,000+ real submissions

• Selected stories that demonstrated tangible, confidence-driven outcomes

• Simplified production environments to keep focus on people—not sets or techniques

This approach reinforced BOTOX Cosmetic’s positioning as aspirational yet attainable, allowing patients to naturally express the confidence, excitement, and self-assurance delivered by the product—without artifice.

Performance & Commercial Impact:
The revised campaign outperformed the prior iteration across all key brand and demand indicators, including:

• Significant lift in likelihood to request BOTOX Cosmetic by name

• Increased appointment intent and treatment consideration

• Brand consideration doubled across audiences

• Paid social performance exceeded prior benchmarks by 3x

• Meaningful improvement in Millennial engagement and relevance, strengthening future customer pipeline