Apollo White Dental Digital Marketing Case Study
Apollo White Dental is the largest corporate dental chain in India with over 64 centers in 14 cities and is poised to touch 100 centers by mid 2015.Objective
Identify target audience of Apollo White Dental on Social Media platforms and reaching out to them to help them discover AWD’s unique services, educate and interact with audience, position AWD as thought leaders as a dental brand that utilizes Social Media Marketing as a means to reach out and pull customers.
- Drawing audience with providing a mix of content on the platforms; customizing content for each respective platform to engage and interact with audience.
- Positioning AWD as the brand that is most active in all its social media channels, quelling queries and doubts to dental care.
- Pulling in customers through unique dental campaigns and creating a buzz.
- Content revolving on tips, information, industry updates, services, doctors, etc.
- Everyday updates on Facebook, Twitter, Google+ and LinkedIn.
- Resolving customer and audience queries.
- Offers for festivals, special occasions and Social Media offers to drive audience traffic to website.
- Managing reputation of the brand online – responding to queries (coordinating with clients), containing any negative word of mouth online swiftly.
- Custom made designs for each creative that is updated on page.
- Clear branding elements incorporated with designs and posts.
- Use of hashtags in Twitter, Instagram and Google+
- ‘Listening’ to Twitter conversations from Tweeple for dental grievances and doubts and offering solutions.
- Connecting with dentists and doctors on Twitter and LinkedIn
- Creating buzz and promoting events, services and new development on all channels.
Campaigns & Contests
- Live Facebook Chat with Orthodontist specialist invited questions to orthodontic treatment from the audience which the doctor answered on the Facebook page.
- Women’s day contest: “Tell us what a smile means to you” received over 500+ participants; the winners won a free tooth jewelry procedure.
- Orthodontic aligners, gum disease, Before & After treatment at Apollo White Dental.
- Awareness campaigns for Teeth Whitening, Bad breath, gum disease, dental implants across all SM channels.
- Launching Apollo White’s new mobile app for download – creating buzz and promoting through Facebook ads.