Delta Dental of California sought to do one thing in regards to the excessive charges of cavities and poor oral hygiene in Hispanic youth. However their communicatons staff knew {that a} preachy, PSA-driven marketing campaign wouldn’t minimize it with this younger, tech-savvy viewers
So Delta Dental created a multi-channel marketing campaign, Wholesome Enamel from Crib to School, to achieve this viewers the place they reside.
Their marketing campaign emphasised the significance of fine oral care throughout Nationwide Smile Month (Might 15 – June 15) final yr. Highlights included a Spotify playlist, influencer outreach and earned media.
Zelly Lodin, company communications supervisor at Delta Dental of California, informed PR Every day that their PR staff introduced power and life into the marketing campaign to make their messaging stick.
“It’s going to be laborious to get your viewers excited should you’re not excited,” Lodin mentioned. “It’s oral well being, however we bought actually excited once we see these feedback roll in on content material we share. The power we’re bringing is mirrored within the viewers in what they’re experiencing and we see that via engagement.”
The marketing campaign achieved its targets — and received Delta Dental the Collaborative Social Media Communications and Multichannel Campaigns in PR Every day’s Social Media and Digital Awards.
Right here’s what you possibly can be taught from the marketing campaign:
Faucet consultants to unfold the phrase
The PR staff made Chief Dental Officer Dr. Dan Croley a key a part of the marketing campaign. They reached out to quite a few members of the media to safe interviews, like this one on PBS South Florida. In the course of the interview, Dr. Croley talked about prioritizing oral well being and cavity, and illness, prevention with good oral hygiene. Â Their efforts earned them 285 conventional media placements and an viewers of 175 million in shops together with the Los Angeles Occasions, the Houston Chronicle and the Miami Herald.
“As a staff, we’re very small, so we’re all the time leaning on our chief dental officer and dental consultants internally,” Lodin mentioned. “We sort of fold so many individuals from all through the corporate to essentially be the spokespeople for a few of the content material.”
The marketing campaign had a lot of firsts for the corporate with their efforts, together with the primary Spanish-speaking TV broadcast interview and its first Spanish-speaking printed interview that includes Dr. Ernesto Borgards.
“It felt prefer it was very validating – all of the work and energy we put into creating these inner connections and collaboration alternatives,” Lodin mentioned.
Join with influencers
Lodin mentioned that the PR staff forged a large internet throughout platforms to achieve their audiences, which included utilizing influencers.
Delta Dental partnered with influencers like Meleah Campbell, a Washington, D.C., educator, to interact in conversations about youngsters’s oral well being. Additionally they engaged with dancer Kim Hale, who inspired her followers to observe @deltadentalins on Instagram and touch upon what made them smile through the marketing campaign.
Lodin added that Delta Dental is just not the “sexiest firm on the market” and oral well being is just not all the time high of thoughts. However the influencers helped add a way of enjoyable to what could be a boring — and even scary — idea.
Lodin mentioned that merely placing out content material in regards to the significance of oral well being is just not sufficient.
“It isn’t going to resonate,” Lodin mentioned, including that sort of content material coming from an influencer, making that touchpoint, and incentive for engagement, is “key.”
Think about nontraditional messaging
The staff additionally got here up with a inventive thought to make use of music to achieve their younger viewers: Spotify playlists that includes two-minute songs — the proper size of time to brush your enamel — catered to completely different pursuits and age teams.
Lodin mentioned that she and her staff tried to consider the end-user when making the playlists, which embody all the pieces starting from youngsters’ music to lo-fi.
“I actually tried to craft it and talk what individuals are looking on Spotify and make it user-centric and patient-centric,” Lodin mentioned.
She added that somebody listened to a tune on certainly one of Delta Dental’s playlists and mentioned that they’ve ADHD and dental anxiousness. The particular person determined so as to add a type of songs to their very own playlist and it improved their brushing habits. That’s validation for Lodin.
“When we’ve messaging and tie it into the corporate and take what we do within the trade to the following stage, we are able to transfer the needle in folks’s lives for the higher,” Lodin mentioned.
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Sherri Kolade is a author at Ragan Communications. When she is just not together with her household, she enjoys watching Alfred Hitchcock-style movies, studying and constructing an authentically curated life that features greater than sometimes discovering one thing deliciously fried. Observe her on LinkedIn. Have an awesome PR story thought? E-mail her at sherrik@ragan.com.
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