We love working with clients on a long term basis to help them achieve their goals. From branding to signage, advertising to social media, and stationery to website development, we have worked with Oak Lodge Dental on almost all kinds of projects over the years.
Earlier in the summer, the Oral Health Foundation ran National Smile Month – their largest and longest-running campaign to promote good oral health. The campaign provided a great opportunity for Oak Lodge to get involved, educate patients and raise awareness of the practice, so we developed and managed a bespoke National Smile Month campaign for them.
National Smile Month Campaign objectives
It’s important to firstly establish your objectives for any marketing initiative, so that you can develop an effective campaign and be able to measure and analyse success post-campaign. During the National Smile Month campaign the key objectives were:
- Increase awareness of Oak Lodge via social media
- Engage patients and the local Liphook community with Oak Lodge
- Launch Oak Lodge’s new Instagram account
With these objectives in mind, we developed a five week campaign to meet these goals.
Developing the Marketing Campaign
The overall solution consisted of a variety of elements, from designing a digital identity for the campaign, writing engaging content for the website and social media, to inspiring the team and taking photos to give a human, and at times humourous feel to the visual assets.
As part of the campaign, we also developed a competition to give social media followers the opportunity to win a FREE At-Home Tooth Whitening Treatment, worth £395.
Patients visiting the practice during National Smile Month were also encouraged to get involved, having their photograph taken, entering the competition and treating themselves to a sugar-free sweet!
Launching Oak Lodge Dental on Instagram
Oak Lodge Dental has been active on Facebook for some time, however with changing social media habits and engagement levels, and drawing from our experience with other dental, optom and medial clients, we felt it was the right time to add Instgram to their digital footprint, and the National Smile Month campaign provided the perfect launch platform.
Defining the audience for paid advertising on Facebook and Instagram
To capitalise on the launch and National Smile Month activity, we managed four advertising campaigns within Facebook and Instagram. We designed the campaigns to be seen by the maximum audience within the target, using a combination of geographic, demographic and lifestyle parameters.
Across the advertising campaigns, we used a variety of posts and messages to engage the audience, and interspersed the advertising with additional posts featuring helpful tips and facts about dental care.
Campaign success all round
Having set objectives, we were able to measure the success of the activity afterwards. During the campaign month, Oak Lodge Dental welcomed their highest number of new patients, +50% against last year.
Engagement levels across social media and the website were also significantly higher than the prior period and last year. New users were up 25% and session duration was over 53% higher for the website which was a very strong result.
Continuing the partnership
Following the success of the National Smile Month campaign, we are continuing to work with Oak Lodge to develop their business via ongoing marketing support, online presence and are excitingly already working on a campaign for a new project for September! Watch this space.
If you would like some fresh ideas and help with managing a campaign for your business, do get in touch.