Cassie Lane Aesthetics
Client
Cassie Lane Aesthetics, located in the heart of Richmond, Virginia, is a premier Nurse Practitioner-led practice specializing in advanced aesthetic injectables, laser treatments, weight loss programs, and personalized skincare solutions.
Objective
Increase engagement, grow the follower base, and completely overhaul the content strategy and account positioning with the ultimate goal of driving more inquiries and boosting booked consultations and scheduled procedures.
DIFFICULTIES
The brand was struggling with unstable performance and lacked a clear strategic direction. The feed had no defined structure or consistent brand voice, relying heavily on promotional content with limited educational value, making it difficult to build trust or drive meaningful engagement.
Our Solution
- Established a clear, confident brand voice rooted in expertise and empathy, replacing sales-driven captions with educational storytelling that clearly explained procedures, built trust, and fostered authentic engagement.
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- Built a consistent, organic-first content structure, including expert-led Reels, client pain-point carousels, and soft-sell Stories, aimed at boosting engagement while reducing reliance on paid media.
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- Introduced strategic lead-generation tactics, such as interactive Instagram Story features and lead magnets, alongside the launch of a chatbot to handle inquiries and a skincare guide to educate and nurture potential clients.
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- Supplemented organic efforts with targeted Instagram boosting, carefully designed to expand reach and attract high-intent followers without relying heavily on paid spend.
The Results
- By implementing an expert-led content strategy and prioritizing organic growth, the follower base increased by 87% over 1.5 years, while the cost per follower dropped by more than 50% (from $2.36 to $1.13).
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- Content visibility soared - story reach increased by 1,273%, and feed reach grew by 774%.
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- Engagement improved across all touchpoints: comments rose by 370%, Reels interactions by 312%, and bio link clicks by 51%. The engagement rate stabilised between 4.5% and 11.2%, with expert-led content performing best.
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- Lead generation nearly quadrupled, growing from 3 to 11 inquiries per month, all without increasing paid ad spend.
CLIENT FEEDBACK
DR. CASSIE LANE, APRN, DNAP, AANP Speaker, USA
Thanks to The Setters Agency's efforts, the client saw increased social media following, clicks, and conversions. The team was highly responsive and communicated via virtual meetings throughout the engagement. Moreover, The Setters Agency's consistency was the hallmark of their performance.
