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NOV
20
0

Social Engagement Proves Powerful

Social Engagement Proves Powerful
Last month I wrote a short blog on Denplan's new TV advert which was and is exciting for the dental profession. The early results of the advert show some really positive engagement stats and suggests that Denplan's strategy of using a hashtag and encouraging social engagement has really paid off. It is great to see a positive reaction from this campaign and shows the importance of an all around marketing plan that uses a range of mediums to engage with the target audience.
 
Denplan’s high profile national TV advertising campaign ran throughout October and received a fantastic response from the public, dental profession and Denplan members. Below are a few stats that have been shared by Denplan. Although these obviously have their promotional slant on them, it is obvious that the impact of the advert was huge and has been great for the profession and Denplan. Not only will Denplan members have benefited from the advert but I also think that other plan providers will have also seen a boost in their numbers after the advertising campaign.
 
A few interesting stats have been shared and listed below but two really caught my eye. Firstly its shows the amazing reach of TV adverts, in that it is estimated the advert has reached 20 million consumers and secondly the increase in visitors to the Denplan website is really impressive, with a 158% increase from previous months.  
 
Web
  • Nearly 60,000 online searches on the ‘Find a Dentist’ page - a 223% increase*
  • More than 150,000 visitors to the Denplan Website - 158% increase**
  • Over 26,000 visits to the #Doitforyourselfie microsite in October
* compared to average monthly searches in 2015
** compared to average monthly new and returning visitors in July 2015
 
Social
  • 1 million people reached on social media, using #doitforyourselfie
  • The advert was viewed over 200,000 times on social media
  • The advert was viewed for 123 hours on Twitter
 
TV Coverage
  • The advert reached over 20 million consumers across the UK
  • On average people saw the advert four times
Dentist Feedback
  • 90% of Denplan’s member dentists agreed with the statement: “I am proud that Denplan are encouraging people to love their teeth”

 

Thanks for reading as always, let me know your thoughts on this campaign and how it was received by your patients?

 

  3795 Hits
3795 Hits
OCT
08
0

Denplan launches its largest ever national TV advertising campaign with #doitforyourselfie

Denplan launches its largest ever national TV advertising campaign with #doitforyourselfie

 

Denplan has today announced that it will be running a high-profile national TV advertising campaign throughout October.  The ad has been produced by one of the UK’s leading creative agencies, Brothers and Sisters.  They successfully demonstrated a unique and creative approach to answer Denplan’s brief by developing an innovative strategy connecting the importance of good oral health and visiting a dentist with the current social phenomenon of the “selfie culture”.  

The first airing of the TV ad will be on primetime television during the Scotland v Samoa Rugby World Cup match on the afternoon of Saturday 10th October and it will be aired for three weeks on a host of popular channels, including ITV, Channel 4, Sky and Channel 5. 

The aim of the ad is to capitalise on the unique strength of the Denplan consumer brand which will work in partnership with Denplan’s member practices own brands to help them stand out in a competitive market. The ad will provide dentists with the ideal opportunity to talk to their patients about the benefits of joining Denplan. The ad has also been created to help Denplan engage with a larger audience and build affinity with more consumers, alerting them to the importance of loving their teeth and looking after their oral health and encouraging them to find and talk to a Denplan dentist.

Richard Ward, Head of Marketing at Denplan commented: “The ad has moved away from the typical clinical or educational advertisements that could be for any number of dental products. Instead, viewers will see a memorable, impactful ad using humour to engage them.  The ad plays on todays’ selfie-obsessed culture by using humour to dramatise what happens when people lack confidence about their teeth whilst taking a selfie.  There is also a fun interactive element with the incorporation of a hashtag (#doitforyourselfie) encouraging people to generate and post their own selfie via Twitter, Instagram. Facebook or via www.doitforyourselfie.co.uk.”

Denplan conducted some selfie research which gives further credence to the campaign. The YouGov survey revealed that a staggering 5.6 million selfies are taken in an average day by adults online which equates to an incredible 2 billion plus per year!  Three quarters (74%) of adults have worried about how their teeth look in photographs and a third of adults (33%) have smiled but purposely not shown their teeth due to being embarrassed by them*.

Richard Ward continued: “We want everyone to feel proud of their smile, so the TV ad highlights the importance of preventive care and encourages patients to seek advice from a Denplan dentist. We’ve also produced a lot of supporting collateral for our member dentists and their practices to use, to support this nationwide campaign so that it becomes a real talking point with both their new and existing patients. 

“All practices have been sent a #doitforyourselfie pack which contains a range of marketing tools to help practices make the most of the campaign, including some eye catching background posters and a selfie stick so that practice teams can encourage patients to take a “post check-up selfie” and enter  the #doitforyourselfie competition. There are also post check-up selfie stickers to give to participating patients.” 

Denplan’s Chief Dental Officer Roger Matthews has also been involved in advising on the campaign and says: “Research has shown that using humour to emotionally engage with people creates more impact and recall than non-humorous adverts, so we were confident that the humorous approach was the right way forward for Denplan’s dental ad. That said, this meant it was vitally important to consult dentists in the making of the ad, especially when we were working on producing the tooth and gum prosthetics.

“We wanted to ensure the ad remained sensitive to real dental conditions that are no fault of the patient – such as chipped or misaligned teeth - but at the same time we needed to convey a positive feeling towards the importance of visiting the dentist regularly and having a good oral health routine to prevent problems before they start.  Without paying adequate attention to your teeth and oral health, it’s possible that people’s teeth may not always look or feel good, which can impact confidence.”

As one of the UK’s leading providers of corporate dental plans, with more than 1,900 schemes covering over 190,000 employees, Denplan is also encouraging companies to take note of the campaign and use the opportunity to raise awareness and educate employees about the importance of good oral health. Promotional marketing packs containing a double-sided selfie zone poster have also being sent to Denplan’s corporate clients with employees also eligible to enter the #doitforyourselfie competition.

Simplyhealth who bought Denplan in 2011, has invested £1.2 million into the project, making it Denplan’s biggest advertising campaign to date. The Denplan ad supports Simplyhealth’s long term everyday health strategy – of which Denplan and dentistry is a key part. 

 

www.doitforyourselfie.co.uk

#doitforyourselfie

 

 

References

 

*Source: Online YouGov Survey for Denplan. Survey was carried out online with 2,077 UK adults. The figures have been weighted are representative of all UK adults (aged 18+).

 

  7130 Hits
7130 Hits

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