BriteSmile sales were declining across the nation. In addition, marketing spend was not focused on the right target market, Live DJ announcements were not working, and messaging did not resonate. Corrective action was needed fast.
We analyzed current tactics and targeting to determine opportunities for maximization. We also retargeted the media plan to focus on the right target market and created a new harder-hitting campaign to deliver impactful RTBs to drive procedural upswing. Test markets performed at a 32% procedural increase vs. a -7% decrease in the other markets.
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