Modern Acupuncture

A leader in alternative medicine looking to destigmatize acupuncture and acquire new audiences.

The Client

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 Obstacle

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 marketing 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

By leveraging the impact of local influencers, reporters, and publications we were able to educate and gain traction toward Modern Acupuncture’s natural, non-toxic movement for beauty.

Coverage on KPRC Houston Life, Houstonia, KRIV, KHOU and their respective social media pages resulted in 308,245 impressions. Additionally, Integrate secured 12 unique influencer campaigns that resulted in 1,134,211 impressions. The combination of both of these efforts resulted in a total of 1,442,456 million impressions.

The Recognition

  • Awarded Best customer relations campaign by IABC in 2020
  • Currently a finalist for PRSA Houston’s Excalibur Award for Best Marketing Consumer Product or Service