Elevating Client Loyalty Through Personal Connection
Cassie Lane Med Spa
Key Results
- ROAS climbed from roughly break-even to 3.10x in three months, on 20% less ad spend
- Google PMax cost-per-acquisition dropped 77% after a full creative and landing page refresh
- Monthly leads more than tripled, with booking rates climbing from 5% to 55%
- Named Best Spa in Richmond Magazine’s Best & Worst issue, driven by a DLA-led SMS and social vote campaign
- A single museum sponsorship turned into a multi-channel brand moment, reaching a new, high-intent audience through influencer content and a trackable discount offer
Hidden Potential
Cassie Lane Med Spa had the treatments, the team, and the results. What it didn’t have yet was a consistent way to turn “look good” marketing into “feel good” marketing — the kind that reflects what actually keeps patients coming back: personalized care, not one-size-fits-all aesthetics. At the same time, paid media was underperforming. Campaigns were stuck in early learning phases, creative hadn’t been refreshed, and landing pages weren’t speaking the same language as the ads driving traffic to them.
The Idea
We built “Feeling Good Is Personal,” a creative throughline that reframed Cassie Lane’s messaging around how patients feel, not just how they look, and around the personalized plans that make that possible. From there, we rebuilt the machine underneath it with a creative & design refresh, dedicated landing pages and a highly targeted, trackable media strategy. Alongside the always-on media, we looked for moments to put Cassie Lane in front of new audiences entirely, including a dress sponsorship at the Branch Museum’s Undeniable exhibit (featuring Christian Siriano and Ashley Longshore) and a grassroots SMS and social push encouraging patients to vote for Cassie Lane in Richmond Magazine’s Best & Worst issue.
The Results
The paid media rebuild delivered fast, compounding gains: ROAS more than tripled quarter-over-quarter while spend held steady or decreased, cost-per-acquisition fell to a fraction of where it started, and lead volume and booking rates grew right alongside it — proof that better creative and message match convert, not just attract. The brand moments did their own work. The Branch Museum activation reached a style-forward, experience-driven audience already primed for Cassie Lane’s offering, converting cultural relevance into real, trackable bookings. And the Richmond Magazine campaign turned community goodwill into a public, third-party stamp of credibility, Best Spa in Richmond, driven entirely by the people who already trust Cassie Lane most. Together, they show what “Feeling Good Is Personal” means in practice: marketing that performs because it’s built around how people actually feel, and a media strategy sharp enough to prove it.