Case Study
Targeted Advertising for "Northern Aurora" Dental Clinic
Client: "Northern Aurora" Dental Clinic (based in Severodvinsk)
Objective
Increase brand awareness.
Drive leads for the clinic’s services.
Provide consultation on social media marketing strategy.
Develop a content plan template for the clinic's administrator to manage posts.
Drive leads for the clinic’s services.
Provide consultation on social media marketing strategy.
Develop a content plan template for the clinic's administrator to manage posts.
Approach
Audience Analysis and Segmentation: Conducted a thorough analysis of the clinic’s target audience and segmented it based on services offered (therapeutic dentistry, orthopedics, and surgery).
Campaign Structure: Developed a targeted advertising campaign structure aligned with the clinic’s specialties, creating tailored campaigns for each service.
Ad Setup: Managed ad campaigns across two VK ad platforms (old and new interfaces).
Testing and Optimization: Performed multiple tests to identify the best-performing strategies, including optimal ad placements and creative formats. Ongoing A/B testing of hypotheses and new ad creatives helped improve performance.
Website Development: Created a dedicated landing page for paid traffic, including separate pages for each of the clinic’s service areas (targeted and contextual advertising).
Campaign Structure: Developed a targeted advertising campaign structure aligned with the clinic’s specialties, creating tailored campaigns for each service.
Ad Setup: Managed ad campaigns across two VK ad platforms (old and new interfaces).
Testing and Optimization: Performed multiple tests to identify the best-performing strategies, including optimal ad placements and creative formats. Ongoing A/B testing of hypotheses and new ad creatives helped improve performance.
Website Development: Created a dedicated landing page for paid traffic, including separate pages for each of the clinic’s service areas (targeted and contextual advertising).
Results
Lead Generation: Consistently generated 13 service requests per week, using a budget of 4500 RUB ($45) for lead forms, quizzes, and community message responses.
Audience Growth: Attracted more than 3,430 new followers to the clinic’s social media pages, increasing brand visibility and engagement.
Audience Growth: Attracted more than 3,430 new followers to the clinic’s social media pages, increasing brand visibility and engagement.
Conclusion
Over the course of 4 years of collaboration, targeted advertising and an optimized content strategy significantly improved brand visibility and led to a steady flow of service inquiries. The development of a dedicated website for paid traffic further boosted the clinic’s online presence and helped drive more qualified leads.
