Video-driven Strategy and Creative give Georgia Dental Association Reasons to Smile

Video | Digital Services | Medical

Here was the situation.

The Georgia Dental Association supports its members by providing state residents with information about oral health and connecting them with GDA member dentists. For several years, Relish has fueled and supported this mission with both strategy and creative for a suite of communications tactics, including digital advertising across Facebook, Instagram and Google. The program has been successful, but this year, our client challenged us to raise engagement and generate more click-throughs to their “” landing page, which includes a “Find a Dentist” search engine.

Together, we did this.

Based on research showing that video generates more click-throughs than static ads, GDA Vice President for PR and Communications Carol Galbreath agreed that a new, videocentric approach was in order. The fresh “Power of Prevention” campaign included a highly engaging, ten-second video that could run on the organization’s preferred social channels and a longer, one-minute version that would reside on the “Find My Dentist” landing page within the consumer site. We also extended the campaign with an area on the landing page for dentists, enabling GDA members and their staff members to attract new patients by sharing the videos on their own websites and social channels.

We based the style of the videos on existing artwork we created for GDA consumer outreach to provide continuity and support familiarity. Likewise, because many people are intimidated by even the thought of dental treatment, we blended the familiar video style with friendly, approachable messaging and animation. The result was video communication that people would find inviting, relatable, and fun. We designed the short version of the video to encourage click-throughs to the consumer landing page, while the longer version would connect people with nearby dentists via a “Schedule Your Appointment” button.

Oh, so much better.

The campaign has been an undeniable success, significantly outperforming click-through rates over the previous year. Indeed, Facebook click-throughs rose by more than ten percent, and Google ad click-throughs more than doubled. “I’m so pleased by how our relationship with Relish Marketing continues to raise the bar for strategic and creative excellence,” affirms Galbreath. “I love how friendly and engaging the videos are. But most importantly, I’m gratified to see how our work together is helping more individuals than ever to discover and access quality care in Georgia.”