LaserAway Harnesses Skai’s Omnichannel Marketing Platform to Achieve Success on TikTok
Challenge
LaserAway, a leading customized aesthetic dermatology provider, has long used the Skai™ platform to scale and optimize its paid search and paid social customer acquisition efforts. In 2022, the company expanded its paid social program to include TikTok, which helped them find younger consumers exploring and researching beauty practices. Being heavy Skai users for its Facebook and Instagram practice, the marketers at LaserAway were eager to see if Skai could also help with operational efficiencies, cross-publisher visibility and better tracking and attribution on TikTok as well.
Solution
In Q4 2022, Skai expanded its social publisher support to include TikTok, and LaserAway was one of its earliest adopters. LaserAway soon began using key Skai features like Dimensions and Categories for organization, the BuildURL for URL automation and improved tracking, and Scheduled Reports to improve their expanded social workflows and to ensure that their TikTok performance and spend data was connected with their entire paid social program.
Results
The ability to automate processes such as appending URL attribution tags and assigning organizational tags and labels, as well as making changes to TikTok campaigns in bulk, allowed the LaserAway team to spend less time on campaign management and more time on more impactful activities like optimization and iteration. Performance on TikTok improved dramatically in Q1 2023, with conversion volume increasing by 150% despite a spend increase QoQ of only 40%.
Cost per Acquisition fell by 50%, while Conversion Rate improved by 95% QoQ. Additionally, having their TikTok spend and performance data in the Skai platform along with the rest of its paid social and paid search campaigns ensured the LaserAway team could make better, faster decisions about budget allocation and optimization that benefited the entire performance media program.
“Being able to organize, optimize and report on our TikTok campaigns in the same platform as the rest of our performance media has allowed us to scale our spend efficiently on this growing channel. Using Skai to automate tagging, tracking and attribution across paid search and social means my team spends less time on management and more time on impactful activities, and having all my spend and performance data in one place helps me make better decisions faster.”
Paul Baumgarthuber
Chief Marketing Officer, LaserAway
About LaserAway
LaserAway is the nation’s leader in aesthetic dermatology. They have over a decade of experience helping people of all skin types discover their best skin, with over 1.5 million treatments performed and new locations opening every month. Using state-of-the-art technology for maximum results, board-certified dermatologists supervise their clinics, and their treatments are implemented by clinicians who undergo one of the most comprehensive training programs in the business. LaserAway has over 120 locations across the country in California, Arizona, Nevada, Texas, Florida, New York and Chicago and specializes in Laser Hair Removal, Skin Rejuvenation, Body Contouring and Injectables such as Botox and dermal fillers.
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