How LaserAway, Tombras, and impact.com Built a New Channel Growth Engine

The Challenge

LaserAway operates in a fast-growing but highly competitive medical aesthetics market where acquisition costs across traditional paid channels were rising sharply. As the nation's largest aesthetic dermatology provider, the business needed a way to generate incremental leads efficiently without cannibalising its existing paid search investment or compromising the ROAS benchmarks set by other channels.

The Strategy

The campaign was built around clearly defined, measurable objectives covering incremental lead volume, net revenue, ROAS, and same-store sales growth. A diversified partner portfolio was structured across upper, mid, and lower funnel tiers, with each tier given tailored incentives to reflect its role in the customer journey and incrementality was validated.

The Work

Audits were used to identify gaps across competitors and the affiliate programme became a strategic moat, rather than just a channel.

Results

The campaign delivered a significant number of incremental leads and millions in verified revenue, exceeding all original targets and transforming affiliate into the primary driver of same-store paid media sales growth for the business.

The Judges' Verdict

Judges praised this as a fantastic submission with all the detail necessary to evaluate campaign effectiveness thoroughly. The technical sophistication used to prove lead incrementality, in particular the MMM validation and geo holdout methodology, was singled out as benchmark-setting. The results exceeded the goals by a significant margin and were supported by comprehensive evidence. A clear winner.

"The tech sophistication used to prove that these leads were actually incremental makes it the clear winner. The results blew past the goals."