CoolSculpting is a FDA-approved medical device that freezes fat cells and naturally eliminates them. Previous campaigns were able to create high awareness among our target audience, but not enough conversions. Research showed that consumers still saw CoolSculpting as a major commitment, and they were willing to try almost anything else instead: crazy diets, extreme exercise regimens and fads that don’t work.

We wanted to create a new behavior. So, we went after their old one instead.

We decided to poke fun at all the alternative, ineffective things people try by taking them to the extreme—and labeling them as NOT COOL. So we could then drive the audience to the only method THAT’S COOL: CoolSculpting.

Because our target audience is always open to news ways to lose fat, the campaign took many shapes and forms—taking advantage of multiple media to stay fresh.

We kicked off with a national TV spot presenting “Roasted Core Wrap”: an extreme version of the cellophane wrap.

Then we promoted other NOT COOL methods on Print, Outdoor and online: “Personal Sauna”, “Over-The-Chair Rolling Squat”, “Vibrating Belt for Two” and “Swing It Away”.

For April Fools’ Day, we took the joke further. We launched yet another crazy fat loss method—The Moose Spa—and promoted it as a legitimate business with its own integrated campaign: national TV spot, social media profiles, promoted posts and 1.1 million e-mail discount coupons, all driving to MooseSpa.com. At the website—which had extensive information on the treatment, its origins and more—we surprised visitors with a message from CoolSculpting, and quickly redirected them to the brand’s website.

Finally, we invited consumers to share their #NotCoolConfessions for a chance to win a free CoolSculpting treatment, expanding the campaign with user-generated content.

We challenged one of the largest and most conservative pharmaceutical companies to let loose and have fun with their target audience. And the joke payed off.

From January 26th—when the campaign launched—to April 20th:

• Visits to the CoolSculpting website soared to over 500,000 per month, 4 times higher than previous efforts. 

• The brand got more than 673 million impressions and over US$ 5 Million in earned media.

• And sweepstakes entries reached 90,000 nationwide.

The NOT COOL campaign proved to be a successful integrated effort to speak to CoolSculpting’s target audience. And, most importantly, that no matter how serious about losing fat customers might be, they’re always up for having a little fun.