Body Effect — a network of hardware anti-cellulite massage offices

Beauty marketing without borders: 130+ leads for massage studios in Warsaw and Brest

Client:
Body Effect — a network of hardware anti-cellulite massage offices, represented in Brest and Warsaw.

Task:
Restart advertising campaigns on Instagram to increase the profitability of the offices in both locations. It was necessary to find effective connections between "creative-target," considering significant differences in user behavior in Poland and Belarus.

Challenge:
The main difficulty was the EU legislative restrictions that prohibit automatic tracking of messages in Direct for optimization. The project also had technical nuances with manual payments for offices in Poland and completely different service consumption patterns in the two local markets.

Solution:
1. Localization of strategies: We divided approaches for each location. For Brest, we focused on Direct (as the main trust channel), while for Warsaw, we implemented a hybrid model of "Lead-form + Direct" to bypass tracking restrictions.
2. Testing creative formats: We found that static graphics yield stable results in Brest, while the Polish audience responds much better to dynamic video reviews of procedures.
3. Promotional funnels: We developed and launched a separate campaign for Valentine's Day in Warsaw, which allowed us to achieve a surge in inquiries in a short time.
4. Manual analytics control: Due to the impossibility of automatic tracking in the EU, we established a manual lead accounting system for the client, which allowed us to promptly adjust bids and creatives.
5. Technical recovery: We completely reconfigured Business Manager, audience connections, and conversion events, ensuring the correct operation of offices in different jurisdictions.

Results:
- Brest: 98 leads at $4.11. We managed to establish a stable flow of inquiries through Direct, ensuring high occupancy of specialists.
- Warsaw: 33 inquiries from the holiday promotion. A quick result was achieved at a cost of 33 zlotys per lead in the highly competitive beauty segment of the capital.
- Revenue scaling: Thanks to the correct selection of targets for each country, the client noted a significant increase in the number of new bookings in Direct.
- Management flexibility: We ensured uninterrupted advertising operations despite difficulties with bank payments and technical limits of the platform in Poland.