services delivered
Brand
Elevating and strengthening CosMediTour through consistent positioning, creative direction, messaging and communications across every customer touchpoint.
Marketing
Fractional marketing and communications management across all three brands, overseeing organic social, EDM, blog content, website updates, Meta and Google Ads, campaign delivery and performance reporting.
Search
SEO and AEO strategy across all three brands, including audits, schema and content optimisation to strengthen organic and AI search visibility.
The challenge
CosMediTour came to CAKE in November 2025 at a time of transition within its marketing function. Changes to internal marketing roles had created gaps in capability and capacity, while the business needed to maintain momentum and continue driving its marketing forward.
At the same time, CosMediTour was dissatisfied with the performance and approach of its external paid media agency. With marketing activity split across internal and external teams, there was an opportunity to bring greater strategic direction, consistency and accountability across the entire marketing function.
Rather than replacing one agency with another, CosMediTour needed a partner that could operate as an extension of its business. CAKE’s Fractional Marketing Department model provided access to a broader team of specialists across strategy, owned media, paid media and search, bringing these capabilities together under one connected approach.
The challenge was not simply to fill gaps in the existing team, but to create a more cohesive marketing function that could strengthen what was already working, improve performance and provide a stronger foundation for growth.
the gallery
the results
Together with CosMediTour, we built a connected digital ecosystem designed to do more than drive traffic. It put the brand in front of more prospective patients, turned attention into action and created stronger performance across every stage of search and discovery.
Social reach scaled to 5.4 million views, a 6.7x increase year on year, while conversations surged to 1.6 million. Paid media turned that momentum into demand, delivering 7,912 Meta leads, 32% above target, at just $23.32 per lead. Google delivered another 3,079 leads while reducing spend by approximately $20K.
And we didn’t just optimise for where people search today. We positioned CosMediTour for where search is going next. Average organic position improved from 16.9 to 7.6, generating 1.4 million organic impressions, while AI visibility grew from 0% to 7%, securing 415+ AI citations and a #1 industry ranking for AI search visibility.
More people finding CosMediTour. More prospective patients taking action. Less wasted spend. And a digital presence built to keep performing as search evolves.