Magnolia Beauty Clinic – Marketing Strategy & Execution

Project Overview

Magnolia is a beauty and aesthetics clinic offering a wide range of cosmetic and skincare treatments. The marketing project focused on refining audience understanding, designing a targeted social media strategy, and executing campaigns to boost brand visibility, trust, and customer acquisition. The clinic aimed to position itself as a premium yet approachable service provider by showcasing expertise, expanding local reach, and building community trust.

Challenges and Needs

Limited persona insight: The clinic had a general understanding of its audience but lacked detailed customer personas and clarity on decision-making factors.
Inconsistent branding: Existing content did not fully align with a consistent brand voice or communicate the clinic’s premium value.
Low engagement & visibility on social: Despite offering quality services, the clinic struggled to achieve strong reach, engagement, and conversion via Instagram.
Service awareness gap: Many potential clients were unaware of the full range of services and advanced equipment available.
Trust-building requirement: Building credibility and showcasing real results and testimonials were essential in a trust-sensitive industry like aesthetics.

Actions & Solutions

Persona & Value Insight
Conducted deep research into client pain points, motivations, and decision-making factors to create clear audience personas that shaped the marketing strategy.
Social Media Strategy & Execution
Developed a tailored Instagram content strategy aligned with the clinic’s premium brand identity — included branded visuals, engaging captions, and value-driven content pillars.
Content Production
Designed graphics and wrote content in line with brand guidelines, showcasing the clinic’s services, benefits, and expert approach through a mix of education, storytelling, and testimonials.
Service Awareness Campaigns
Created thematic content series and periodic campaigns (e.g. summer offers, Yalda promotions) to highlight lesser-known services and encourage trial.
Influencer & Affiliate Marketing
Collaborated with local lifestyle and beauty influencers to build trust and visibility. Formed affiliate partnerships with other beauty professionals to reach new client bases.
Trust-Building & Conversion Content
Collected and shared client testimonials, treatment videos, and behind-the-scenes stories to reinforce credibility and encourage bookings.

Results & Impact(6-months)

Increased Instagram engagement rate by 47% through consistent branding, testimonial-driven content, and community-focused storytelling.
Gained over 3,250 new followers organically by refining content themes, maintaining a consistent visual identity, and executing educational and trust-building content strategies.
Achieved a 41% rise in booking intent metrics (DM inquiries, link clicks, and “Book Now” interactions) via optimised CTAs and service-focused posts.
Boosted awareness of under-promoted services (e.g., skin rejuvenation, body contouring) by 33% through targeted educational campaigns and testimonial integration.
Influencer campaigns (with both macro and micro creators) generated more than 110,000 impressions and 5,800+engagements, significantly increasing brand visibility and credibility.
Seasonal promotions (e.g., Summer Glow, Yalda Night) led to a 20%–24% increase in service bookings during active campaign periods.
Launched 4 affiliate partnerships with senior beauty professionals, resulting in a steady stream of qualified client referrals.

Skills I Applied
Customer Persona Development

Social Media Strategy & Execution

Influencer Marketing (Macro & Micro)

Content Strategy (Educational & Testimonial-focused)

Campaign Planning (Seasonal & Service-Based)

Community Engagement Tactics

Affiliate Marketing

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