Case study
Social Media
Dr. Denkov - Plastic Surgeon
In this case study for the plastic surgeon Dr. Kaloyan Denkov from RE/SHAPE we’re going to take a look into our social media management and content creation process & how we helped his business over the course of 5 months: Nov 2021 – March 2022.
Aims & Goals
The Brief & Requirements
Once the marketing director of Dr. Denkov approached me, she sent me the brief. The main objectives were:
1. Grow the Brand Awareness
Grow the brand awareness & awareness for the Vaser Liposuction, Renuvion, and Body & FaceTite procedures. Help the audience to associate the said interventions with Dr.Denkov and his clinic.
2. Create More Engagement & Leads
Creating engagement with informative graphic posts, videos, reels, and stories that create more leads and encourage people to book a consultation or DM the clinic for more information.
Required tasks
Responsibilities
The posting schedule we had for the Instagram account was 3 post a week or 13 posts per month plus additional stories.
1. Content Calendar Planning
Generating content ideas, structuring photo & video materials and scheduling them in the content calendar
2. Content Creation - Design & Execution
Following the design brand guidelines for creating post & story designs of Before & After pictures of patients
3. Video Editing
Editing and repurposing content for Reels, adding animated titles, transitions, music, subtitles and adapting it to different formats
4. Monitoring Results & Adapting
Monitoring the results from each month and adapting the social media strategy accordingly, doubling down on content that works
Branding & Style
Post Designs
The branding of Dr.Denkov was on point compared to all his competitors in the niche of plastic surgery in Bulgaria. His branding was wrapped around blue, teal, and dark blue tones along with blacks and angled shapes.
Since Dr.Denkov already had branding in place we had to work with the already established design template and innovate from there.
The type of posts we could best innovate with were the ones that were visual graphics & detailed information carousels.