ADA Member App Launch
Client: The American Dental Association (ADA)
Industry: Dentistry
Our Role: PR Strategy and Execution
Partner: Effective
Situation
- The American Dental Association was launching its re-imagined ADA Member App and tapped Spool and Effective to create and execute an all-encompassing launch strategy.
Solution
We created a three-phased content takeover of ADA channels to reach members at launch and then sustain interest in the new app.
Phased Approach
- Phase 1 Content:
Introduce, educate and build excitement - Phase 2 Content:
Leverage full force of member channels to promote app RTBs and download incentives - Phase 3 Content:
Drive downloads while layering in retention and engagement messaging with app updates and incentives
Message Development
- Developed specific messaging for two target audiences (Early Career Dentists and All Members) for differing target benefits and download motivators.
Content Creation & Execution
- Created more than 100 total pieces of content across all ADA channels (Paid, Earned, Shared, Owned)
- Paid: Targeted ADA members across social media platforms, relevant trade publications and direct mail.
- Earned: Leveraged third-party credibility of trade publications and influencers to drive excitement and downloads.
- Shared: Drove app downloads from members following all social media platforms.
- Owned: Leveraged co-creators of the app, promoted incentives, and created disruptive visuals.
- Conducted ongoing performance analysis and optimization to leverage best-performing channels and app features.
Results
0
+
cross-channel content pieces
0
m+
impressions
0
k
App homepage views
0
k+
app downloads
