The Campaign, with the use of the material prepared by FDI, has as its first target professionals in the dental sector and orthodontists, and aims to encourage them to use these materials in their online and offline communication aimed at their patients. A second target is that of the general public, given the very immediate message of the materials, which focus on oral hygiene and good daily practices for staying healthy.
1st CAMPAIGN: INTERNAL TARGET The first campaign aimed at dental professionals will be divided into two phases, in both of which we will use video materials created by FDI and subtitled.
Target profiling: medical and health professionals (dentists, ortho technicians, dental hygienists) + "people who have liked" the ANDI and ANDI Foundation page + people who have interacted with the page in the last 30 days.
Target profiling: approx. 80 thousand.
Objective: Video Viewing (Thruplay)
Campaign duration: first phase: 28 February – 1 March
Second phase: 2 March – 20 March
1st CAMPAIGN, FUNNEL
In the first phase, we will use the teaser and trailer of the FDI institutional video, showing it to the target and gradually increasing attention towards the day. By using both contents, we will leave the Meta algorithm the possibility of optimizing the budget on the best performing video.
In the second phase, we will always show the actual video to the same target, however differentiating between those who have seen the previous videos at least 75% and those who have not viewed it, differentiating at the copy level.
1st CAMPAIGN: PROFESSIONAL TARGETS – First phase
Teaser/trailer video
Copy: World Oral Health Day is approaching Toothie the beaver, the mascot of the campaign created by @FDI World Dental Federation, is ready to accompany your patients on a journey to discover oral health and good practices to defend it every day. Help us spread our message: A smiling mouth... is a happy body! Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mo… Teaser/trailer
1st CAMPAIGN: PROFESSIONAL TARGET – second phase
Copy: World Oral Health Day is getting closer and closer. Together with Toothie the beaver you can lead your patients on a journey to discover oral health and the best ways to defend it. Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
Full video
2nd CAMPAIGN:
TARGET EXTERNAL USERS The second campaign targets external users, given the very simple messages of the materials. Given that the TOV is very friendly and family-friendly and given the use of a cartoon, the target will be more focused on parents.
Target: A: Parents (with a focus dedicated to mothers)
B: people interested in health and well-being areas,
Target profiling: A 13,000,000/15,000,000 | B 8.2.00.000/ 9.600.000
Objective: Thruplay/Interactions
Campaign duration: 1 March – 13 March
2nd CAMPAIGN: TARGET PARENTS AND PEOPLE INTERESTED IN HEALTH AND WELL-BEING
World Oral Health Day is very close Toothie the beaver, the mascot of the campaign created by @FDI World Dental Federation, is ready to accompany you on a journey to discover oral health and good practices to defend it every day. Discover the advice of dentists @ANDI National Association of Italian Dentists to defend your smile and your health! Because a smiling mouth... is a happy body! Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
Full video
2nd CAMPAIGN: TARGET PARENTS
World Oral Health Day is very close You too can defend yours and your children's. Just follow a few simple rules to have a smiling mouth... and a happy body! Discover the advice of ANDI dentists, the National Association of Italian Dentists, to defend your smile and your health! Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
2nd CAMPAIGN: TARGET PARENTS (Focus on Mothers)
Are you expecting a boy or a girl? Did you know that his health also depends on your oral health? By taking care of it, you will also defend your son or daughter and be able to live your pregnancy to the fullest. Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
2nd CAMPAIGN: TARGET PARENTS AND PEOPLE INTERESTED IN HEALTH AND WELL-BEING
World Oral Health Day is very close You too can defend it... Just follow a few simple rules to have a smiling mouth... and a happy body! Discover the advice of ANDI dentists, the National Association of Italian Dentists, to defend your smile and your health! Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
3rd CAMPAIGN: RETARGETING
The latest campaign is instead dedicated to retargeting those who have seen the video in previous days and advertisements.
Target: Those who have viewed official FDI videos in the previous 30 days
Campaign duration: 14 March – 20 March
Objective: traffic to the site
World Oral Health Day is very close Do you want to defend your oral health? Follow the advice of Toothie the beaver. You will have a smiling mouth… and a happy body! Find out more: https://fondazioneandi.org/progetti/dentisti-per-il-sociale/giornata-mondiale-della-salute-orale/
Information
Milan
Italy MI
Italy