Objective
The goal with My Milan Story was to build a scalable organic content engine for YouTube that could drive awareness, education, and organic lead growth for Milan Laser Hair Removal. Rather than creating one-off videos, the team set out to design a repeatable content platform that could compound in value over time and support the brand’s long-term organic growth strategy.
The project was directly tied to organic site traffic, organic search visibility, and organic lead generation. After research, the team intentionally chose YouTube as the strategic growth channel, because it is the second-largest search engine (behind Google), and it offered an opportunity to educate at scale and capture demand earlier in the decision journey.
From a funnel perspective, My Milan Story was designed to operate across awareness and consideration. At the top of the funnel, the content introduced laser hair removal to people who did not yet understand what it was or whether it worked. At the middle of the funnel, it addresses skepticism and clarifies Milan’s key differentiator: permanent results through its Unlimited Package.
Problem
Prior to this project began, Milan had little to no presence on YouTube. Despite operating in a category with high search intent and heavy education requirements, the brand was effectively invisible on a platform where consumers actively research medical and aesthetic services.
This absence created a massive competitive disadvantage. Competitors were capturing organic traffic and shaping category narratives while Milan relied more heavily on paid media to explain what laser hair removal is and why Milan’s approach is different. The brand needed a way to educate continuously without paying for every impression.
Audience research revealed widespread misunderstanding and mistrust in the service category. Many consumers did not know laser hair removal existed, while others believed it was ineffective based on experiences with non-permanent/ less effective treatments. These misconceptions slowed consideration and created unnecessary friction in the decision process.
From a creative standpoint, the content mix lacked human storytelling. Milan was not telling its brand story through lived experiences, and prospects had no way to see real outcomes reflected in people like them. The brand needed credibility, relatability, and emotional proof at scale.
Solution and Process
The strategic idea behind My Milan Story was rooted in a single belief: Milan Laser Hair Removal can change your life. As the Creative Director leading this project I needed to translate that belief into a content system that felt credible, human, and repeatable rather than promotional or campaign-driven.
I worked with my writers and developed a long-form YouTube series centered on real Milan customers sharing their experiences in their own words. Each episode focused on one individual and explored motivation, skepticism, treatment experience, and life impact. This structure allowed for both emotional depth and education while reinforcing Milan’s medical credibility.
Video/YouTube was chosen as the primary medium because it allows for trust-building, education, and nuance in a medical-adjacent category (and because we wanted to capitalize on YouTube’s reach and ability to drive organic leads). Real customers were non-negotiable. In the creative execution, I was intentional about stripping away traditional marketing language and letting composition, pacing, and narrative do the marketing.
Maintaining brand integrity while preserving authenticity required a clear system. I led my team to develop interview frameworks that guided conversation without scripting responses and established editorial standards for pacing, tone, and visual consistency. Post-production focused on clarity and emotional truth rather than over-polish, reinforcing trust in the stories.
My role spanned strategy, creative direction, and design oversight. I defined the content strategy, shaped the visual and narrative language, collaborated closely with production and editing partners, and ensured each story aligned with Milan’s brand principles. The result was a modular system capable of scaling across dozens of stories (both longform and shorts) without creative dilution.
Results
My Milan Story launched on YouTube and YouTube Shorts and expanded into blog content and email, creating a robust library of evergreen assets. Each story strengthened Milan’s organic footprint while contributing to a larger narrative around permanence, confidence, and life-changing results.
Early results showed a meaningful increase in organic traffic driven by video, strong engagement across long-form and short-form formats, and sustained interaction through organic channels. While YouTube is a long-term growth lever and full CAC impact continues to mature, early indicators clearly demonstrated improved organic search visibility and long-term audience engagement.
