Case Study
Elevated promotional campaign
© 2026 Marissa Hobson. All creative concepts, artwork, and strategy in this case study are original work and shared for Milan conceptual ideation purposes only. Not for reproduction or use without written permission.
The ask
3 concepts for a January seasonal campaign highlighting a promotional offer. Inspirational, open-ended exploration, showcasing instincts and storytelling craft, not polished design.
Feature consumer motivators and brand differentiators.
Highlight the value aspect over amplifying discount-heavy.
Include cross-channel tactics: Paid media, organic, influencer, in-clinic.
Market & competitor analysis
Abbreviated market research reveals limited insights on national laser hair removal-centric companies, positioning Milan as a standout brand. Most category promotions focus on promo without providing education to new acquisition customers and reason to believe.
AD CAMPAIGN MOODBOARD – CONCEPT 1Cosmetic wellness
Customer pillar: Client-focus
The "winter blues" drive a mindset that views body hair maintenance as a demanding routine. Shift the dialogue to hair removal as self-care for your mental wellness, not just physical aesthetics, heroing feeling good for yourself, not others.
Visuals
High contrast & brand teal
Lean on Milan’s primary teal brand color to reinforce brand, with brightly lit, fresh images.
Brand color
HEX: #0088AB
AD CAMPAIGN – CONCEPT 1
AD CAMPAIGN KPIs – CONCEPT 1
PERFORMANCE FRAMEWORK
When product is positioned as a cohesive benefit wellness system rather than standalone service, purchase behavior shifts into a system-based habit, fueling long-term incremental growth.
Attach Rate → AOV → Conversion Rate → ROAS → Incremental Revenue Lift
© 2026 Marissa Hobson. All creative concepts, artwork, and strategy in this case study are original work and shared for Milan conceptual ideation purposes only. Not for reproduction or use without written permission.AD CAMPAIGN MOODBOARD – CONCEPT 2Barrier-first protection
Customer pillar: Medical expertise
Customers are aware that winter air and central heating compromise the skin's lipid layer. Highlight laser hair removal as skin-health treatment.
Visuals
Warm macros & velvety brand navy
Enforce comfort with jewel tone brand navy & warm macro images of skin textures and equipment.
Brand color
HEX: #003542
AD CAMPAIGN – CONCEPT 2
AD CAMPAIGN KPIs – CONCEPT 2
PERFORMANCE FRAMEWORK
Strategic seasonal service benefit transforms purchase into intentional, health-conscious behavior, unlocking a new medical-centric reason to believe.
Attach Rate → AOV → Conversion Rate → ROAS → Incremental Revenue Lift
© 2026 Marissa Hobson. All creative concepts, artwork, and strategy in this case study are original work and shared for Milan conceptual ideation purposes only. Not for reproduction or use without written permission.AD CAMPAIGN MOODBOARD – CONCEPT 3Strategic hibernation
Customer pillar: Commitment
January is the "golden window" for high-tech intervention with sun exposure at its annual low, allowing better laser effectiveness. Speak to strategic timing as the driver for hair removal.
Visuals
Shadowplay & icy brand tones
Desaturated at-home environment featuring shadows to reflecting an indoor season, with brand colors light blue & cool gray.
Brand color
HEX: #BBDDF6, #545860
AD CAMPAIGN – CONCEPT 3
AD CAMPAIGN KPIs – CONCEPT 3PERFORMANCE FRAMEWORK
When services are positioned as a preventative benefit system, purchase behavior shifts into a system-based habit, fueling long-term incremental growth.
Attach Rate → AOV → Conversion Rate → ROAS → Incremental Revenue Lift
© 2026 Marissa Hobson. All creative concepts, artwork, and strategy in this case study are original work and shared for Milan conceptual ideation purposes only. Not for reproduction or use without written permission.