"Ask a Doc"
About the Campaign
'Ask a Doc' was initially conceived as a public relations campaign. Partnering with Vail Valley Live (a seasoned, credible, and recognizable local news team) and Outside TV (a known and proven entity with an established, dedicated audience following), I pitched a series of pre-recorded segments where Vail-Summit Orthopaedic & Neurosurgery doctors answered questions submitted by the Vail Valley Live and Outside TV audience.
Results
lthough our media partners only approved three segments, it became clear there was the potential for a much larger campaign. Since 1979, VSON physicians have been trusted by locals and favored by athletes, including the U.S. Ski Team. This resonated deeply with Vail Valley Live and Outside TV's demographics. The first three "Ask a Doc" segments resulted in:
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Content interactions increasing 132% from previous weeks
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Post interactions increasing 1,850% from previous weeks
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Story interactions increasing 77.7% from previous weeks
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Reel interactions increasing 277% from previous weeks
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Video interactions increasing 68.1% from previous weeks
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Viewer analytics up 19.1% from previous weeks
Both Vail Valley Live, Outside TV, and the Board of Physicians were eager to generate more content. By the end of the campaign, we had more than three TV segments — we had twelve. And a whole mess of social media and website content, too. Thanks to this small budget campaign, VSON's digital audience participation increased by 615%, with tracking codes and behavior funnels showing 10% of conversions generating from "Ask a Doc" videos.
Credits:
Creative Director: Rachael Protas
Producer: Scott Sternberg
Senior Editor: Rachel Ledon
Directors: Rachel Ledon, Lija Miller, Meredith Kirkman
Copywriter: Rachael Protas