Orthodontics Australia Brand CampaignEvaluation
September 2018
Campaign Overview:
The Long-termGoalBuild confidence in the profession
to ensure anyone looking to
undergo orthodontic treatment
books a consultation with an
orthodontist (not a dentist).
Brand Campaign Digital Objectives
• Drive additional traffic to the Orthodontics Australia
website.
• Increase social engagement on the issue.
• Achieve conversions (OrthoCheck and
Find an Orthodontist enquiries).
Brand Campaign Communications Objectives
• Educate consumers about the difference
between a dentist and an orthodontist.
• Position OA as the source of truth for everything
to do with orthodontics.
C a m p a i g n i n M a r k e t : 9 J u l y – 4 S e p t e m b e r 2 0 1 8
The below diagram overviews the mix of paid digital media channels we utilised over the 8-week campaign to get
our story out to our target audiences:
Our Approach: Paid Media Strategy
CONTENT HOUSED ON
FAIRFAX & MAMAMIA
Reach
Video views
Traffic
Conversions
1.5 million Australians
Over 20,000 new website visitors
Over 300,000 completed video views
1,600 Ortho Check or Find an Orthodontist
enquiries
What does success look like?
The overarching goal of the ASO’s communications program was to
build confidence in the profession to ensure that anyone looking to
undergo orthodontic treatment books a consultation with an
orthodontist (not a dentist).
While this is going to take some years to achieve, we set out to achieve the
following KPIs during the 8-week brand campaign and help move the dial towards
our ultimate end goal.
Joh to update
4,700people used the Orthodontist
Check and Find an
Orthodontist tools
26,000people driven to the
educational articles on the
website
1.6 million complete video views
Campaign reach of
2.7 million
So how did we go?
44% increasein organic search
traffic
79% increasein overall website
traffic
During the 8-week campaign we achieved:
Channel Evaluation
Channel Summary ResultsCTR 0.08%
Viewable impressions 242,437
Top RegionNSW
VIC
QLD
Orthodontic Content Series
3 X Articles
Fairfax editor produce a three piece ‘sponsored’ content series on three
orthodontic topics:
• These behaviours can make your child's teeth crooked
• Body Language: What's behind your smile
• 5 Things to consider when it comes to your kids teeth
Amplification Across
Fairfax Network
Fairfax drove audience interest to the articles by amplifying content, with
‘drivers’ across Lifestyle Skew Traveller, Good Food, Essential Kids, Lifestyle
& News Mastheads and then drove traffic to the Orthodontics Australia
website via display banners and sponsor integration message box.
Advertorial : FairfaxContent w as d i s t r ibuted ac ross loca l ,
reg iona l and Aus t ra l i a w ide pub l i ca t ions
awareness
Advertorial : FairfaxResults summary
ResultsTime Spent on Page: 1min 44 sec
Total impressions: 7.8 million
Page Impressions: 12,578
Social referrals: 64
Social actions: 271
Device 61% Mobile
10% Tablet
29% Desktop
ConversionsOrtho Check: 2
Article 1These behaviours can make your
child's teeth crooked
Impressions: 2.3 million
Time spent on page: 1min, 42 sec
Page Impressions: 3,873
CTR: 0.17%
Article 2Body Language: What's behind your
smile
Impressions: 2.6 million
Time spent on page: 1min 37 sec
Page Impressions: 3,773
CTR: 0.13%
Article 35 Things to consider when it comes to
your kids teeth
Impressions: 2.8 million
Time spent on page: 1min 53 sec
Page Impressions: 3,787
CTR: 0.15%
Advertorial : Mamamia
Branded Content Piece
Mamamia’s editorial team produced a long form content piece on ‘the
importance of seeing a specialist orthodontist’, supported by a 100 word
break out box, with a dedicated brand sell, website link and Orthodontics
Australia logo.
Placement Across
Mamamia Network
Amplification of the article included:
• 1 x advertorial
• 3 x social amplification across the Mamamia network
(Twitter 110k, Facebook 1.2M)
• 4 x eDMs
• Network MREC impressions (Website, Apple News)
• 100% SOV with surrounding display media on content page.
awareness
Advertorial : MamamiaResults Summary
ResultsTime spent on page: 3 min, 1 secTotal page Impressions: 15,285
Banner Ads: Your Smile
Impressions: 7,679
Clicks: 36
CTR: 0.47%
Your Child's Smile
Impressions: 7,885
Clicks: 40
CTR: 0.51%
I m p r e s s i o n sContent: 15,285
Facebook: 10,486
eDM: 22,500
Banners: 15,564
Total: 63,835
C o n v e r s i o n sOrtho Check: 535
Facebook Posts
Post 1 (Mamamia) - 9th July
Reach: 8,563
Engagements: 346
Likes: 63
Shares: 22
Post 2 (The Motherish) - 20th July
Reach: 302
Engagements: 27
Post 3 (Mamamia) - 30th July
Reach: 1,621
Engagements 95
eDM Results
We allocated a modest budget towards search during the campaign period
to make up for any gaps in organic SEO and to capitalise on the
conversation generated through the campaign.
Braces related searches
Invisalign related searches
Adwords campaigns included:
Brand:
Orthodontics Australia, Orthodontist Check, Orthocheck, Find an
orthodontist near me
Generic:
Orthodontist, cost of braces, adult braces, braces for my kids, Invisalign,
orthodontic treatment
Search: Brand, Generic
Interest Over Time:
consideration / conversion
Generic SearchImpressions: 30,460
Clicks: 1,092
CTR: 3.59% (industry average: 2%)CPC: $5.48
Ortho Check: 14
Finder Tool: 347
Brand SearchImpressions 2,312
Clicks 311
CTR: 13.45% (industry average 10%)CPC: $1.93
Ortho Check: 4
Finder Tool: 23
Total ConversionsOrtho Check: 18
Finder Tool: 370
Top ads#1 #2
Top Search Terms Impressions / Cl icks / Conversions By Device
InsightsClick through rate performed well above industry average. Most conversions came through generic search, under keywords like: orthodontist, orthodontist near me and orthodontist Australia
Search: Brand, GenericResults summary
Top Hours to Search Top Days to Search Age / Gender
Peak of searches between 8pm – 11pmPeak of clicks from 10am – 4pm
Top day to search is SaturdayTop day to Click is Monday - Thursday
Men are searching, but women are clickingWomen aged 35 – 44, most likely to click
Search: Brand, Genericconsideration / conversion
Video : Catch Up TV and YouTube
YouTube
We’ll 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 (served up to audiences who had
already seen the longer ad).
Targeting
• 3rd party data targeting Image Forward, Only the Best, Diligent Carers,
Savvy and Successful audiences.
• Targeting focused on people in-market for orthodontic treatment in
the early consideration phases.
.
Catch Up TV: 9Now and SBS
The 30 second cuts were also used across 9now catch up TV programming
including:
• The Block
• Doctor Doctore
• True Story with Hamish & Andu
SBS programming targeted certain genres including health, science and
technology.
awareness / consideration
Top Performing VideoAdults 15 sec
Lowest Performing VideoMums 15 sec
ResultsTotal video views: 1,055,800
Impressions: 1,309,836
View Rate: 83% (well above industry average of 20%)
CPV: $0.01 (industry average CPV $0.05 - $0.10)
InsightsVery strong view rate with 83% of
viewers finishing the video
(compared to 20% industry
average) . 876,314 100% views.
ConversionsWebsite Clicks: 862
Ortho Check: 7
Video : YouTubeResults summary
ResultsVideo : Catch Up TVawareness / consideration Impressions: 65,710
Website Clicks: 371
100% Views: 63,081
Completion Rate: 96%
Top Shows:The Block
Doctor Doctor
True Story Hamish and Andy
The Bachelorette
DevicesSum of Total impressions
Connected TV 22778
Desktop 23789
Feature phone 10611
Smartphone 4966
Tablet 14861
Grand Total 77005
ResultsVideo : Catch Up TVawareness / consideration Impressions: 63,129
100% Views: 61,738
Completion Rate 97.25%
ConversionsWebsite Clicks: 274
Ortho Check: 1
DevicesSum of Total impressions
Connected
TV 6420
Desktop 53666
Phone 1367
Tablet 1676
Grand Total 63,129
Display: In Market Banners
Over the course of the campaign 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.
Targeting:
• People in-market for orthodontic treatment
• 3rd party data: eyeota, experian, bluekai,
acxiom, etc.
• Targeted people based off Image Forward,
Only the Best, Diligent Carers, Savvy and
Successful (key audience groups)
.
We also be ran remarketing banners across the
display network
(for people have an existing touchpoint with
Orthodontics Australia).
Targeting:
• People who had been to the site, but hadn’t
completed a conversion
• Creative based off the pages they visited, ie
OrthoCheck, adult braces, kids braces, cost of
braces
.
awareness / consideration
ResultsCTR 0.14% (industry avg CTR: 0.1%)
Viewable impressions 347,844
Top AudiencesCustom Intent > Dentist
Bluekai > Services > Health > Dental
Custom Intent > Orthodontist
Bluekai > Personal Care > Dental
Bluekai > Dental Services
Total ConversionsClicks to website: 427
Finder Tool: 16
Lowest performing AdsMobile sized:
• Considering orthodontic treatment?
• Clear aligners or braces?
Display: In Market Banners Results summary
Top Performing Ads• How much does orthodontic
treatment cost?
• Dentist or orthodontist?
• Are you using the right practitioner?
ResultsCTR 0.20% (industry avg CTR: 0.15%)
Viewable impressions 242,437
Total ConversionsClicks 474
Ortho 23
Finder Tool 17
Least performing adsMobile sized & size panel:
• Your Smile is a Big Deal
Display: RemarketingResults Summary
Top Ads• Your Smile is a Big Deal
InsightsStrong click through rate of 0.20%
performed above industry
standard of 0.15% - demonstrated
strength of creative (trusted face) and targeting
Native Ads
Native advertising (our articles placed on media outlets’
websites) was an effective way to educate our consumers
about the orthodontic profession and importance of seeing a
specialist orthodontist.
Twenty educational brand campaign website articles were
served up to other publishers’ audiences via news sites and
when clicked on, drove traffic back to the Orthodontics
Australia website.
Our content was promoted across Newscorp, Fairfax, Yahoo7
and more, targeting our priority audience groups.
consideration
ORTHODONTICS AUSTRALIA
3 Reasons your child’s smile is worth the investment
Native AdsResults summary
ResultsCTR 0.08% (industry avg CTR 0.05%)
Total ConversionsWebsite clicks 7615
CPC $0.74
Finder clicks: 104
Top Per forming Ads Least Per forming Ads
Top publishersNews.com.au
Mamamia.com.au
Guardian
Kidspot
Weatherzone
Top RegionNSW
VIC
QLD
InsightsTop creative with orthodontist
pictured, considering braces title,
best CTR 0.11% - well ahead of
industry standards.
All the campaign assets were brought together on Facebook and
Instagram and served up to our key audiences through targeted
advertising.
• We utilised editorial content to generate awareness, get traffic
through to the site and encourage conversation
• We utilised the video assets to get our target audience to view and
engage with the campaign
• We utilised the Orthodontist Check and the Find an Orthodontist tool
to drive conversions.
Targeting
• Created Look-a-Like audiences from those who visited the site
• Remarketed to those who engaged with content on the site via any
channel
• Used 3rd party data and interest targeting to find parents, and adults
who were considering braces to present with content
Social Media: Facebook and Instagramawareness / consideration / conversion
Social Media Results summary
ResultsCTR 0.08%
Viewable impressions 242,437
Top RegionNSW
VIC
QLD
ResultsTotal video views - 494,852
Facebook reach - 651,904
Cost per completed view - $0.05 (well below industry avg of 0.27%)CPC - $1.89 (below industry avg CPC: $2.50)
Top Performing AudienceImage forward
Conversions Traffic to website - 13,718
Finder tool uses - 395
Ortho check tool uses - 452
·
Insights & recommendations ResultsCTR 0.08%
Viewable impressions 242,437
Social media insights:
• The video and awareness campaign has generated 484k+ completed video views, at a cost per completed view of $0.05 – This figure
is an incredible achievement and has played a key role in creating mass awareness of the ASO campaign messaging. Big win comes
from producing content that is fit for purpose and short in length.
• The Image Forward audience maintained relevance for the campaign content as the best performing audience, generating the
highest View Rate (likeliness to watch the videos) and also the cheapest cost per completed view. Each audience performed
exceptionally well - with audiences qualifying their appetite for the content throughout the full campaign.
• The articles drove a consistent response within all audience segments, with the volume of link clicks acting as a true reflection of
this. The opportunity exists for additional volumes of articles for future campaign bursts to refresh content and extend the influence
on each audience segment.
• The conversions achieved through Facebook activity was also exceptionally strong. The traffic coming from Facebook to the website
was showing significant intent to use the tools for the early weeks of the campaign, however as the final weeks closed in the
campaign completed we noticed a drop off in site conversion. It is recommended that future campaigns make use of content that
shows how the tools work so that visitors are familiar prior to landing on the website.
Insights & recommendations ResultsCTR 0.08%
Viewable impressions 242,437
• The top performing creative across most of the campaign involved the orthodontist figure. We would recommend using her in
future and A/B test with other orthodontic faces (male/female, real/actor).
• Mamamia was a very successful brand alignment. Very high engagement that lead to consumers taking action on the Orthocheck
Tool with a 57% conversion rate. Opportunity to explore further brand alignment opportunities with Mamamia.
• Native top performing publishers included Mamamia, showing once again, the great alignment of audience for this campaign and it’s
messaging. Kidspot also appeared in the top publishers. May be worth exploring advertising with them as well, especially for a
parenting / mums audience.
• Google paid search saw a large success with the Finder Tool with a 38% conversion rate. This proves the usefulness of the tool.
Would be good to use this channel and tool for future campaigns.
• YouTube performed better and better month on month, this gave a lot of exposure to your video and showed the longevity of the
campaign message.
• Catch Up TV was used on a small scale for this campaign, we’d recommend putting more budget behind this channel to increase
effectiveness and be able to refine your audience.
But there’s more good news…
79% increase in overall website traffic
During the campaign period we
saw 54,127 users visit the
website – a 79% increase on previous period
44% increase in organic search traffic
During the campaign period we
saw 35,159 users visit via organic
search, compared to 24,450 in the previous period.
Note: A Google update occurred on August 1st known as the ‘Medic Update’ which largely impacted sites in the
health and wellness industry. With this update Google has rewarded sites which it deems are high quality,
authoritative, expert and trustworthy in this niche. Orthodontics Australia has benefitted from this update, with a
notable increase in organic search occurring on August 1st.
Top Organic Search Terms
• Top search terms driving
traffic to the site during the
campaign period were
‘orthodontist’, ‘lingual braces’ and ‘teeth straightening’. (This
increase was largely due to
the Medic Update).
• There were a total of 344
impressions and 94 clicks for
‘Orthodontics Australia’.
(Note: many of these would
have likely clicked on Paid
Search ads).
Thank you.
