
BottomSlim is the pioneer in lower body slimming. Started in 2008, BottomSlim now has 4 slimming centres in Singapore. They have also sponsored popular TV shows such as The Star Awards and Ladies First and have sizable brand recognition.

Facebook lead ad falls short
The team at Ice Cube Marketing had to find a way to convince cold audiences that BottomSlim can help them solve their problems. We needed to find a way to stand out.
It was found that the promotions ran by competitors were oversimplified. For example, many of them were running lead ads on Facebook which consists of simply a form for people to fill in their details. There was no other elaboration. Putting ourselves in the mind of the audience, we found it unfeasible. Working female professionals are highly educated and require more information before making a decision, and we had to work on some serious copywriting.
Embarking on the campaign
After the initial keywords and audiences research, we proposed and went ahead with both Facebook and Google search campaigns. On Google, we targeted mostly informational keywords due to the sheer competition. On Facebook, we focused on showing ads to audiences similar to the customers base built up over the years. After a while, Facebook outperformed Google in Cost per acquisition and we shifted the budget accordingly.

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