THE CLIENTOnyx Beauty Lab
Onyx Beauty Lab is a Kelowna-based medical aesthetics clinic redefining what it means to invest in your skin. Their philosophy is simple: the most of medical aesthetics, with a focus on treatments that enhance rather than change. Onyx is about bringing out your natural beauty — at every stage of life — through injectables, holistic care, and personalized skin health programs.
THE PROBLEMWhat Did They Need Help With?
Onyx came to us with consistent posting in place, but their content wasn’t hitting the mark.
Static-heavy content wasn’t resonating → While polished, their posts weren’t generating the engagement or connection they needed. They were missing the format that both audiences crave and algorithms reward: authentic, video-first storytelling.
Positioning as thought leaders → Onyx isn’t just another aesthetics clinic — their Nurse Practitioner-led background sets them apart. The challenge was to shift their content from personality-driven to strategically showcasing their expertise, ensuring potential patients clearly saw the science, strategy, and patient-first care behind the brand.
Connecting with the right audience → Their audience responds best to content tied to real lives. The opportunity was to lean into relatable video, behind-the-scenes storytelling, and patient-led education that built trust and sparked action.
THE SOLUTION What We Did.
Quarterly Content Shoots → Used our structured shoot process to build detailed shot lists and capture everything needed for the quarter. This delivered a steady library of high-performing video assets that keep Onyx’s social presence consistent month after month.
BTS + Unfiltered Content → Equipped the Onyx team with prompts and outlines for in-the-moment, behind-the-scenes posts. To lean into authenticity and team culture.
Revamped Content Strategy → Expanded beyond static posts with a more dynamic mix:
Expert-led content through patient case studies and treatment education
Recurring series highlighting Onyx’s perspective and expertise on real-life skin concerns
Timely, audience-relevant posts tied to seasonal moments and cultural conversations (like camping skincare tips or our take on the “retinol salad” TikTok trend)
BTS and personality-driven content to keep the brand relatable
Together, this mix positioned Onyx as approachable yet authoritative — blending holistic care with advanced medical aesthetics.
THE RESULTSHere’s What Changed.
Video That Reached the Right People → By shifting from static-heavy posts to consistent video content, Onyx expanded their reach and got their brand in front of the right audience, building awareness where it mattered most.
Engagement That Actually Meant Something → Saves, shares, and watch-through rates grew as people interacted with the content in ways that signal real interest — not just passive likes.
A Content Engine That Never Runs Dry → With quarterly shoots planned in advance, Onyx always has a fresh bank of seasonally relevant content, eliminating last-minute scrambles and keeping their presence consistent.
Expertise at the Forefront → Case studies, Skintel episodes, and treatment education positioned Onyx as more than an aesthetics clinic — a Nurse Practitioner-led leader in patient-first medical aesthetics.
Behind the Scenes, Front of Mind → In-clinic events and aesthetic conferences were brought to life through BTS content, showing the real people and care behind Onyx.
THE NUMBERS The Metrics That Matter
Reach grew by 66% in Q1 and an additional 145% in Q2.
Top Reels reached 85% non-followers, bringing in thousands of new eyes.
BTS & unfiltered content generated up to 2x more engagement than polished posts.