SureSmile had a superior product, but no awareness and brand equity. They needed to drive awareness and response from consumers to substantially increase the number of treatments.
We started with a focused process to produce deep consumer insights. Then we developed cable TV, direct mail, targeted digital outdoor, and targeted movie theater ads to drive awareness and response to orthodontic offices. We tracked all advertising programs in real-time and eliminated all media waste (under-performing media).
The program drove over 8,000 responses in the Chicago market in one month; 7x the goal response needed to breakeven. Cost per response = $22.91
TV Digital Web Radio Direct Mail Outdoor