Situation.

Vitality Institute aimed to use paid media to increase awareness and sales to B2B partners, including dermatologists and MedSpas. Pennock collaborated with their wholesale team to identify key markets and accounts, creating a plan to run targeted ads for significant growth each year. We introduced new ad platforms with strong targeting features to maximize ad spending.

Objectives.

Achieve 50% Lift in Marketing Qualified Lead list size month-over-month

Achieve a Cost Per Lead (CPL) of $35.00 or lower

Raise awareness of VI Peel by increasing traffic to the Professional website by 35% month-over-month

 Our Approach.

To develop a strategic approach, we collaborated with the wholesale sales team to identify key accounts and priority regions for Professional Channel expansion. Leveraging our owned data—including MQLs, SQLs, and existing professional partners—we built targeted audience segments, incorporating lookalikes and exclusions to refine precision.

Next, we evaluated ad platforms to determine the best match for these audiences, optimizing targeting through detailed segmentation. Using Pennock’s historical data from similar Professional Channel campaigns, we forecasted performance expectations and aligned all internal stakeholders on clear objectives.

To strengthen our approach, we conducted a competitive analysis and assessed industry trends within the Professional Services space. This helped us pinpoint the most effective campaign hooks and content pillars for the VI Peel Pro offering. With these insights, we developed a media plan and creative brief designed to maximize impact and drive results.

 Services Provided.

To execute the strategy, Pennock provided:

Audience Targeting & Data Analysis – Identified high-intent professional audience segments, leveraging data insights to refine targeting for maximum precision.

Creative Strategy & Management – Developed a strategic POV on creative asset requirements, informed by competitive analysis, and delivered comprehensive creative briefs. Ensured a proactive refresh cycle to prevent ad fatigue over time.

Media Planning & Execution – Managed ad placements and optimized spend to improve efficiency, driving down CPL while maintaining high audience quality.