Case Study · Global Medical Aesthetics Brand
Merz AestheticsRadiesse (+)Amplifying the “Magnetic Face” — A Masterclass in Precision Targeting & Measured Success
The national launch of Radiesse (+), fronted by Nadech Kugimiya — two months of precisely targeted media on Facebook, Instagram and YouTube that reached 12.6 million people and beat its KPI on every platform.
- 29.9MImpressions
- 12.6MPeople reached
- 9.6MVideo views
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The Brief
Build nationwide awareness for the launch of Radiesse (+), communicating through the presenter Nadech Kugimiya so the audience understands the result: a jawline contoured sharp, and a face that looks good from every angle.
- Client
- Merz Aesthetics Thailand (Radiesse+)
- Category
- Medical Aesthetics & Beauty
- Campaign Objective
- Build awareness among Thai consumers that Radiesse (+) reshapes the face to look good from every angle (Magnetic Face), and extend reach to audiences interested in facial contouring and beauty care.
The Challenge & Strategy
PreciseTargeting
The challenge in communicating a premium medical product is carrying the message, through a powerful voice, to “the right people” at the right time. So our strategy put a top-tier presenter at its core, combined with a media strategy built on extreme precision (Precise Targeting): reaching the highest-income audience (Top 10%) and filtering it through compounding deep interests (Must Also Match) — Beauty, Cosmetology and Financial & Luxury Things — to make sure the campaign went to the audiences with real potential.
The Execution
A comprehensive media ecosystem strategy across Facebook, Instagram and YouTube, using a range of creative (Cinemagraph, Activity Challenge, Vox pop, TVC), with deep retargeting from the audience that had watched the APAC campaign's video (Moon Ga Young) to reach people with specific interests.
The Film
The full TVC — Nadech Kugimiya for Radiesse (+); its 15- and 6-second cuts ran on YouTube.
Execution & Rollout
We designed the media ecosystem systematically over two months, holding frequency at 2–3 ad views per person so the ads never became an annoyance, and divided the work as follows:
Precision Retargeting & Custom Audiences
Data put to clever further use: a custom audience built from the people who had watched the video of the Asian presenter (Moon Ga Young), retargeted with Nadech Kugimiya's campaign — so consumers understood the product's result deeply and continuously.
Multi-Format Content Delivery
The message spread through the formats that fit how consumers behave: a Cinemagraph KV to catch the eye and make a still image more interesting, short Vox Pop interview videos as Reels on Facebook, and the TVC in both 15-second and 6-second versions on YouTube for broad awareness.
Search Intent & Competitor Targeting
Consumer demand caught on YouTube with keywords covering generic terms (such as “ปรับกรอบหน้า” and “ลิฟท์กรอบหน้า” — contouring and lifting the jawline), competitor brand names and the names of partner clinics — to win share of visibility in the beauty market.
Agency Value Delivered
This work is proof of the agency's ability to combine the power of a presenter with a data-driven approach.
Key to Success
Fast.Precise.Measured.
Precise targeting of deep-interest audiences and the highest-spending groups (Top 10% Income), combined with clear measurement, took the campaign over KPI in every dimension — a reach of 12.6 million people, and more than 9.6 million video views in total.
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