This work is relevant for B2B because we are working directly with health care professionals and their practices. Many of these practices already have established branding for their own internal comms—meaning we needed Avéli to feel like it was a fresh, new breakthrough brand that would stand out amongst everything else they already offered. We knew that the market was saturated outside, but it is equally as crowded inside the doors each practice making it even more important to craft something that both providers and patients gravitated towards.

There’s a shortage of seriousness when it comes to caring for women's bodies. It’s especially true in the aesthetic medicine community and amongst women looking for meaningful options. In this case, we’re referring to cellulite. Up to 90% of women have cellulite, but nearly no one talks about it. The market is saturated with options that claim to treat it, but most of them don’t deliver real results. That’s where Avéli comes in—a Silicon Valley born procedure that knows cellulite isn’t silly and is instead treating it like a science. However, to cut through the B.S. that’s out there, Avéli needed to introduce their brand to the world in a way that screamed NO MORE NONSENSE about cellulite. It’s an opportunity to be one of the first in the category to speak out against the status quo and stand up for women whose needs deserve to be taken seriously.

The creative idea No More Nonsense was born from the insight that women are quite frankly fed up with all the stigma, shame, and silence about cellulite. It affects up to 90% of women, but continues to be something that isn’t taken seriously. We decided that ends now. Avéli is setting a new standard in cellulite once and for all. We’re expecting more than the status quo delivers and we’re not apologizing for it. With this in mind, we created a campaign that was loud and proud about the new option women had when it came to treating their cellulite. However, we wanted to prioritize the sentiment that there is no judgment if you want to treat your cellulite or any judgment if you don’t. But if you do, there is finally an option that gives women real, meaningful results like never before.

Our strategy was to call out this frustration felt by both our audiences, and put cellulite in the right context - something that is of serious concern to many women, and thus deserves a serious solution. We needed to get HCPs and patients Talking More about cellulite - what it actually is and what it isn't; Wanting More - demanding a safe, effective treatment; and Doing More - celebrating the confidence to take control of their health and wellness. And we had to do it in a way that stood out in HCP waiting rooms, so women would go in and proactively ask their doctors for more information.

In order to effectively launch this brand into the world we needed to get the health care professionals on board first and foremost. They are the connective tissue between the brand and our consumer—therefore making them the most vital point of contact. With this as our starting point we crafted a campaign that made them feel like they had a new special tool in their toolkit—because they did! It was a revolutionary procedure that gave their practice new cutting edge technology to brag about. And we gave them all the materials to do just that. We created patient brochures, in-office videos, a microsite and more, that gave them everything they needed to let the cellulite conversation commence.

While the campaign didn't receive any paid support, consumer research showed that 85% of women were more likely to want to find out more about the brand after seeing the campaign. Women spontaneously found the creative to be "encouraging" and "motivating" while helping them to feel more confident. It also conveyed a sense "no judgement" which is no small feat given that cellulite is a condition steeped in shame and self-blame. The emotional impact of the ads for women empowered them to treat themselves better (83%) and encouraged them to support other women like them (84%).