Case Study: Modern Acupuncture
A leader in alternative medicine looking to de-stigmatize acupuncture and acquire new audiences.
OVERVIEW
Modern Acupuncture, a high-quality acupuncture spa that promotes a natural solution to health and wellness, has five Houston area locations. When they launched cosmetic acupuncture, they hired Integrate to use this new service as a way to reach a new audience and de-stigmatize acupuncture in Houston.
The Challenge
Modern Acupuncture recognized the lack of regulations in the toxin-filled, American cosmetic industry and decided it was time for them to step in and provide a solution for people who want a natural approach to beauty. They had a great offering, but not a ton of awareness and credibility in the local market and needed Integrate’s help to build awareness and thought leadership for the franchise group.
The Approach
Integrate decided to launch a media outreach campaign surrounding “National No Make-Up Day” as a way to align our goal of making women feel beautiful, naturally, and spread the word on a new way to do that. We reached out to local media personalities and online influencers and encouraged them to post before and after photos, without makeup, on social media, and they agreed! We utilized images that celebrities had shared on their social media receiving cosmetic acupuncture to position it as the newest trend hitting the beauty market and increase overall credibility of the offering.
The Results
Public Relations
Secured coverage on KPRC Houston Life, KRIV, KHOU, Houstonia magazine, and their respective social media pages.
Influencer Partnerships
12 unique influencer campaigns resulting in 1,134,211 impressions.
Social Media Marketing
The combination of PR and influencer campaigns resulted in a total of 1,442,456 million impressions.
TAKEAWAYS
By leveraging the impact of local influencers, reporters, and publications we were able to educate and gain traction for Modern Acupuncture’s natural, non-toxic movement for beauty. We earned a Best Customer Relations Campaign award from the International Association of Business Communicators for our work with Modern Acupuncture.
(281) 223-1324
1980 Post Oak Blvd., Suite 100
Houston, TX 77056