ADA Member App Launch

Client: The American Dental Association (ADA)

Industry: Dentistry

Our Role: PR Strategy and Execution

Partner: Effective


  • 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.


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.


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