Creating a Multi-Channel Advertising Strategy – Orthodontics Australia Case Study

Aug 20, 2019

The Challenge

What’s the difference between a Dentist and an Orthodontist? Hard to specify right? The same is true for consumers across Australia. Many people would find it difficult to make an informed decision when choosing a practitioner.

In collaboration with the Australian Society of Orthodontics and their consumer education channel, Orthodontics Australia, we set out to educate the Australian public on the difference between a Dentist and an Orthodontist.

This need was to highlight the importance of the additional three years of training an Orthodontist must undergo to become a qualified specialist.

The Solution

A campaign was needed to educate the public about the importance of the additional three years of training. Within this campaign, we also promoted a free tool on the website that allows consumers to search practitioners to confirm they are a registered Orthodontist. 

We created a comprehensive paid media strategy, utilising a mix of channels to reach the target audiences. Which included: 

  • Advertorial on Fairfax and Mammamia, Fairfax advertorial included a three-piece sponsored content series via display banners and a sponsored integration message box. 
  • Paid Search Ads for brand and generic search terms on Google. 
  • YouTube and Catch Up TV video ads to drive awareness and consideration. used the 30, 15 and 6 second video edits on YouTube to target our priority audiences. 30 and 15 second edits were used as pre roll and 6 seconds as both pre roll and remarketing. The 30 second cuts were also used across 9now catch up TV. 
  • For display marketing, we ran a series of still and animated banners with a clear call to action across news and lifestyle sites including Newscorp, Fairfax and Yahoo7. We also ran remarketing banners across the display network (for people who have an existing touchpoint with Orthodontics Australia). 
  • Facebook and Instagram ads were used to drive awareness, consideration and conversions. All the campaign assets were brought together on Facebook and Instagram and served up to our key audiences through targeting.

The Results

Campaign Reach of 2.7 million

1.6 million complete video views

44% increase in organic search traffic

26,000 people driven to the educational articles on the website

79% increase in overall website traffic

In eight weeks, the campaign reached more than 2.7 million people with over 1.6 million complete views of the brand campaign’s hero video. 26,000 people were driven to the educational articles on the website with close to 5,000 people using the Orthodontist Check tool to find a practitioner in their local area.

There was 79% increase in overall Orthodontics Australia website traffic and as a result, we can confidently say that we have brought the importance of specialist training and qualifications to the forefront of a consumer’s mind.

Talk to us today if you would like to implement a multi-channel marketing strategy.