Women looking into vaginal surgery have a tough time talking about the topic. However, there is one website they can turn to: RealSelf. So to gain immediate trust from prospective patients when advertising ALVR’s labiaplasty and vaginal rejuvenation services, Rock Candy Media imitated RealSelf’s ads.
RealSelf is an online message board and review platform for those interested in various cosmetic procedures. Patients share their experiences, ask questions, and interact with each other and doctors. ALVR had some success advertising directly on the site, but Rock Candy Media wanted to take it a step further and bypass RealSelf altogether.
The problem: RealSelf is a dominant force in the area of cosmetic surgery, with a major presence in search and social. Our solution? Stand on their shoulders. The campaign consisted of a series of social ads that looked and sounded like the content marketing RealSelf was already doing. To the consumer, ALVR would appear just like the friendly and popular brand they know and love. We even went so far as to create a version of the ALVR logo similar to RealSelf’s.
The ads worked, driving new traffic and leads to the ALVR site that might have otherwise gone to RealSelf. The campaign is ongoing to this day.