American Family OrthodonticsBBB is now AFO.
And AFO is what?
Our goal was simple. One orthodontic brand would absorb another. BracesBracesBraces would become American Family Orthodontics, and all of its 11 practices would fall in line with that AFO brand experience.
Simple, except that the AFO brand needed to evolve as well.
New patients increased by 5% as a result of this campaign.
We achieved a ROAS 4.5x higher than the industry benchmark.
It’s about relationships.
Through our market research, we came to one huge realization: people don’t care much about the brand. What do they care about? The doctor.
So, I decided we would promote the rebrand as a secondary message and focus on the relationship with the caregivers.
Video ads reached a 98.7% VCR (60% benchmark).
More coming soon!
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