Product Launch Campaign
How do you get tweens to be excited about braces?
You speak their language and create an experience they will brag to their friends about.
Campaign Overview:
Pacific Dental Services (PDS) is one of the fastest growing dental companies in American with over 300 affiliate offices in 10 states. They offer comprehensive dentistry at all of their offices, and wanted to expand the product of orthodontics. To grow the program, they needed a partner to help create a memorable brand experience that would generate word-of-mouth referrals.
We mapped the brand experience and developed a comprehensive program to engage the parent and child at every touchpoint. We supported the program with creative tactics (including in-store signage, social challenges, assessment videos, and start kits). We tested the creative with age appropriate focus groups to ensure we were relevant and remark-worthy. To be effective in the launch, we developed a comprehensive training program for each office with activation guides on how to use the marketing materials and create an effective brand experience.
Tactics included: Promotional materials, training and sales tools, in-story video, posters, POP, guerilla marketing. collateral and social strategy.
Each tactic was engineered to help our staff make emotional connections with the patient. Monthly themes would feature apps that encouraged group play, instagram challenges and fashion tie books to help ortho assistants engage in conversations around their band colors for the month. We also took advantage of assessment appointments and created a video for kids to watch to get to know the office and the ortho experience, using a language they know all too well – texting.
The initial program was developed for a 7 office beta phase and soft launch. The offices who have embraced the program have seen a significant increase in ortho starts and patient volume. Due the success, the program is now being rolled out to each of the regions.
Role: Researcher, Strategist & Creative Director
Agency: DBA Worldwide