This week's Top Ad winner is a a campaign for a cosmetic dental group that supported Breast Cancer awareness and generated more than 50 new appointments. Here's a look at how to put together a "Survivors Smile Makeover" contest that shows real results in consultations booked.
Media: Hubbard Radio's WKRQ and 2060 Digital
Advertiser: West Chester Dental Group
Account executive: Lori Summers
Challenge: West Chester Dental Group wanted to support with breast Cancer Awareness month and generate leads for cosmetic appointments.
Concept: 2060 Digital used digital cause marketing to construct an online campaign, “Survivors Smile Makeover."
The campaign included a Facebook contest for a give away of $10,000 in cosmetic dental value. The goal of the campaign to generate at least 20 entries/consultations over a 6 week period and to promote breast cancer awareness.
The dentist offered to donate veneers and/or anterior crowns worth $10,000 to a nominee submitted with a close-up photo, brief explanation of their breast cancer survival story, limited to 150 words, and why they deserved a smile makeover.
A consultation is also required to win; but no purchase is necessary. This was key to obtaining real results for the dental group, but also necessary to make a valid selection. The winner is chosen both based on the essay and the viability of the smile makeover candidacy based on the consultative examination. This prize is offered only to survivors of breast cancer. The full contest rules are here.
Multi-media distribution: The contest ran during breast cancer awareness month ending October 31, including a vanity URL.
Promotions were distributed via digital display ads and radio ads but the most important promotions were via Facebook. The campaign image took over the dentist's Facebook page, and ran in a tab and photo image and on its web site. Contest updates ran both on the dentist's Facebook page and the stations' massive 155,000 fan list.
In addition, 2060 Digital included Twitter mentions and targeted ads on Facebook.
Results: The campaign had already generated 50 entries and 40 scheduled consultations by late October, a week before it closed on October 31. At one point the agency's main communications with the client involved concerns about responding to too many consultations, rather than too few leads.
Our take: Judges like this campaign as a good example of digital cause marketing, using contesting with heavy Facebook promotions to create a win/win for Breast Cancer Awareness Month, a survivor, and for the client.
Congratulations to Lori Summers, the account executive and Rob McCracken, Director of Digital Sales and Strategy at Hubbard Radio's 2060 Media for this Top Ad win. Top Ads is a program created by LocalMediaInsider, the Reynold Journalism Institute and 15 supporting media associations to recognize excellence in marketing campaigns created for local merchants.