BOTOX® COSMETIC

From fixing lines → to owning how you feel

In a category addicted to perfection,
BOTOX® had become part of the problem.

Polished.
Filtered.
Disconnected.

But culture had moved on.

People didn’t want perfection anymore.They wanted honesty.

So we broke the formula.

We launched the brand’s first-ever open casting call.
More than 20,000 people showed up, first-timers, loyalists, and everyone in between.

Not for a campaign, but to be seen.

What started as casting became something bigger—a platform built on how people actually feel.

No models.
No filters.
No scripts.

Just people.

Social Media

Built as a social-first campaign it was designed for how people actually create and connect. The result? A storytelling model so effective, Meta turned it into a case study for brands entering the Reels space.\

The Results

• 14-point lift in ad recall

• 48% lower cost per brand lift compared to standard assets

• Adopted by Meta as a global creative best-practice model for aesthetic and lifestyle brands

The campaign not only exceeded performance goals but also redefined the brand’s tone, helping BOTOX® Cosmetic speak to a new generation — one that values authenticity over aspiration.

TREATMENT DIARIES

RESULTS

• +38% increase in engagement rate across social content (vs. previous campaign benchmarks)

• 2.4x higher video completion rates on documentary-style content

• +27% lift in brand favorability among Gen Z and Millennial audiences

• 19% increase in consideration for first-time users

• 20,000+ casting submissions generating earned media and organic reach

• +32% growth in organic social mentions tied to “real,” “authentic,” and “confidence”

• Significant increase in time spent with content (+41% avg. watch time)