In a Scroll-Stopping World, Stories Win: How Aesthetics Brands Can Use Social to Connect, Not Just Convert

Medspa OrangeTwist's award-winning campaign, developed in collaboration with Moontide, brought humor and heart to self-care, reshaping how medspa brands connect with consumers on social media.
Medspa OrangeTwist's award-winning campaign, developed in collaboration with Moontide, brought humor and heart to self-care, reshaping how medspa brands connect with consumers on social media.
Courtesy of Emqan at Adobe Stock

When medspa OrangeTwist launched its “Make Time For You” campaign that was awarded the Digiday Media Award for the “Best Multi-Channel Campaign,” it did something unusual: it made people laugh. In an industry often defined by aspiration and perfection, the campaign used humor, humanity and the personification of Father Time to spark a conversation about the emotional barriers to self-care. The campaign became a case study in how strategic storytelling and smart media can transform not just perception, but performance.

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