The feeling that a beautiful, healthy smile brings is not always easy to describe in words, so a new AAO social media series is presenting it as an experience.
More than 15 million consumers viewed ads and short videos in the new AAO Facebook/Instagram series, “That Feeling When …” from September 22-November 22. Over 600,000 viewers responded to the series by spending time on the AAO consumer website, aaoinfo.org, where visitors may access a variety of information and utilize the Find an Orthodontist locator.
Many consumers on Facebook and Instagram also demonstrated engagement via Likes, Shares and comments. The series’ two top performers, “That Feeling When You Rock Your Very First Orthodontic Check-up,” and “That Feeling When You Show Off Your Beautiful Smile” resulted in the following metrics:
That Feeling When You Rock Your Very First Ortho Check Up (click to view)
Impressions: 35,590,847 (number of times the ad was sent to individual news feeds)
Reach: 5,628,711 (number of times that the ad was viewed by Facebook/Instagram users)
Engagements: 360,662 (Likes, Shares, comments and clicks through to the AAO website)
That Feeling When You Show Off Your Beautiful Smile (video; click to view)
Metrics for the entire Facebook/Instagram series from September 22-November 22 were:
That’s not all! The series is also running across other digital platforms. On Snapchat, for instance, the ads reached nearly 20 million consumers.
The series is part of the Consumer Awareness Program, an all-digital marketing initiative developed under the leadership of the AAO Council on Communications. Follow the CAP on social media to stay up-to-date on current campaigns.
Additional ads and short videos in the series are linked below. Stay tuned for new social media ads and videos that will be launching in coming weeks.