TikTok
Goal Setting
The Dr. B-Esth is an aesthetic clinic in Budapest established at the end of 2023, offering modern laser hair removal technologies and high-level professional services. At the start, the biggest challenge was:
the laser hair removal market was saturated, distrustful, and price-sensitive,
a significant portion of the target audience had negative experiences in the past – outdated machines, painful treatments, overpriced services,
as a new brand, we had to start with minimal recognition and quickly build trust and traffic.
The campaign's goal was clear:
to build a positive brand image, educate the target audience, and generate consistent online bookings.
Strategy
1. Precise segmentation of the target audience
During the campaign, it became clear that women aged 18–40 are the most active target group. Within this, we identified specific segments:
young, visually-oriented shoppers (18–25 years), who are price-sensitive but trend-conscious,
conscious, education-seeking shoppers (25–35 years), who consider health and aesthetic aspects,
those seeking practicality and comfort (35–40 years), for whom trust and painlessness are paramount.
We applied differing messages, tones, and creative approaches for each segment.
2. Educational content for building trust
Against market skepticism, the main weapon of the campaign became educational content. The following topics were emphasized:
Why is old technology painful – and how does the new address this?
How does a professional laser treatment take place?
A true expert answers: Introduction of Dr. Zoltán Bécsy, professional references.
3. Sales funnel and creative advertising system
We created targeted advertisements for every level of the sales funnel:
Awareness (problem recognition) – educational videos, visual triggers (e.g., the hassle of shaving),
Consideration (information gathering) – professional content, reviews, video references,
Conversion (booking) – pressure-inducing creatives: limited offers, last minute, book now etc.
We optimized the creatives weekly, testing headlines, images, and offer positions.
Why did it work?
Perfect message–platform fit: The educational and professional content worked excellently on TikTok and Instagram, where the target audience was already seeking alternative solutions.
Funnel logic and creative testing: The three-phase funnel allowed us to warm up the cold audience and then lead them to booking.
Communication tailored to a skeptical audience: We didn’t just “advertise” – we taught, responded, and built trust. This is an especially strong marketing tool when industry trust is low.
Flexibility and rapid iteration: Quickly changing advertisements, offers, and creatives allowed us to always run the best performing variation.
Lessons learned
Skepticism is not a barrier, but an opportunity – if we communicate authentically, educationally, and visually.
There is no conversion without segmented targeting – different buyer persona types can only be activated if we address them in a personalized manner.
Industry leader = marketing tool – Dr. Zoltán Bécsy's presence authenticated the communication and became a central element in building the brand's trust.
