Learn how Yugen Care, an aesthetic and wellness clinic based in Dubai reduced their booking costs by building a high-converting online presence.
About the Company
Yugen Care is a premium aesthetic and wellness clinic based in Dubai, UAE. Known for its science-backed treatments and luxurious client experience, the clinic offers a range of services from skincare and anti-aging solutions to advanced cosmetic procedures. Despite a solid reputation offline, Yugen needed help strengthening its digital footprint to compete in an increasingly crowded aesthetics market and convert online interest into booked appointments.
Objective
In a field where trust, clarity, and results drive decisions, Yugen Care wanted to turn their digital presence into a direct channel for growth. Yugen Care partnered with Content Kettle with two key objectives in mind:
- Build a consistent, professional social media presence that effectively communicates their brand story and services.
- Improve the cost-efficiency of online ad campaigns to increase appointment bookings without increasing budget.
Challenge
While Yugen Care had high-quality services and an excellent in-clinic experience, the brand struggled with digital performance and consistency. Their content lacked storytelling depth, and their Meta ad campaigns were underperforming – draining budget without delivering results.
Key challenges included:
- Inconsistent social media posting and content quality.
- Lack of visual storytelling that educated and reassured potential clients.
- Poor ad structure and ineffective targeting on Meta campaigns.
- High cost per booking, impacting overall return on ad spend.
Yugen needed a partner who could bring process, creativity, and performance tracking to the table – and that’s where Content Kettle stepped in.
What We Did: A Full-Funnel Strategy Backed by Storytelling and Smart Optimization
Our approach was designed to support Yugen Care from top to bottom of the funnel. Here’s how we tackled the brief step by step:
1. Social Media Strategy and Content Planning
We started with an in-depth audit of Yugen’s Instagram and Facebook presence. This included:
- Reviewing past performance metrics (reach, engagement, and shares).
- Benchmarking against local and international competitors.
- Identifying content gaps in terms of format, frequency, and storytelling.
From there, we developed a 90-day content strategy designed to:
- Showcase client results through before-and-after visuals.
- Educate the audience on procedures, safety, and expectations.
- Humanize the brand with behind-the-scenes content and expert insights.
- Ensure cultural inclusivity and accessibility by adding bilingual captions in both English and Arabic – catering to a diverse UAE-based audience and increasing engagement across demographics.
2. Video Production and Visual Storytelling
Aesthetic clinics thrive on trust and results – and nothing communicates that better than high-quality videos.
Our team took over the video production process, managing everything from scripting and filming to editing and publishing:
- Treatment explainers: Short, informative clips walking viewers through procedures.
- Client testimonials: Real stories from real clients, building social proof.
- Day-in-the-life content: Humanizing the clinic team and showing the care culture.
- Seasonal campaigns: Festive and promotional videos with time-sensitive CTAs.
This consistent storytelling format helped Yugen educate, engage, and convert its audience more effectively.
3. Meta Ads Audit and Optimization
We dove into Yugen’s Meta Ads Manager and discovered several inefficiencies:
- Overlapping audience targeting.
- Poor use of lookalike audiences.
- Missing retargeting layers.
- No creative rotation or split testing.
Our optimization process included:
- Redefining the campaign structure: We rebuilt campaigns around specific services, aligning ad copy and creatives with landing page messaging.
- Precise audience segmentation: We used first-party data, behavioral targeting, and interest layers to narrow down high-intent audiences.
- Creative refreshes: Introduced short-form video ads aligned with social proof and education to reduce ad fatigue.
- Retargeting flows: Implemented multiple retargeting layers — from website visitors to video viewers and lead form interactions.
4. Collaboration with the In-House Team
We worked closely with Yugen Care’s internal team to:
- Train their staff on capturing in-the-moment content.
- Align tone and messaging across organic and paid media.
- Set up analytics tracking to ensure every booking and inquiry could be attributed accurately.
This collaborative process ensured that all efforts – content, ads, and lead capture – were moving in the same direction.
Results
By aligning creative production with data-led media strategy, we helped Yugen Care drive meaningful business results within the first few months of engagement:
- Reduced cost per booking by 35%, by restructuring Meta campaigns and introducing smart targeting and creatives.
- Improved lead-to-conversion ratio, thanks to stronger storytelling and more relevant follow-ups.
- Boosted brand trust through video content, which clearly communicated treatment outcomes and reassured potential clients.
- Established a consistent social media presence, with clear visual identity and predictable content cadence.
- Increased organic engagement, as clients began to share and tag the clinic in response to the informative and relatable content.
Final Word
Yugen Care’s growth wasn’t a fluke – it was the result of pairing their clinical expertise with our performance-driven storytelling.
At Content Kettle, we help DTC and service-based brands like Yugen connect with their audience through strategic content and smarter marketing – all built around performance.
If you’re ready to transform your online presence into a high-converting growth channel, let’s talk.
