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The Wild in the Wild campaign diverges from typical healthcare advertising by showcasing UGC mishaps that lead to orthopedic injuries, humorously connecting with the audience, and positioning Direct Orthopedic Care (DOC) as the go-to clinic.
The challenge was to not only raise awareness about DOC but also educate the public on its services. The campaign needed to strike a delicate balance between being playful yet professional, creating memorable, impactful advertising that would resonate deeply with consumers, and positioning DOC as the preferred orthopedic care provider.
Instead of another forgettable ad with smiling doctors and patients, we aimed to differentiate DOC, generating awareness and affinity. We did this by creating sticky, entertaining, and relatable content. Our "Wild in the Wild" series, a mix of America’s Funniest Home Videos and Planet Earth, has been a hit. Garnering over 1.5 million impressions and 10K engagements on Facebook & Instagram, the campaign soared past industry norms. On YouTube, it attracted over 270,000 views, a 53% view rate for skippable ads, and helped boost our market share by 20% since launch. Not bad for a local campaign!
The Wild in the Wild campaign effectively targeted the Treasure Valley (Idaho) audience by featuring user-generated content that authentically represented the Pacific Northwest's landscapes and hobbies, such as skiing and mountain biking. This made the campaign resonate deeply, reflecting the local lifestyle and scenery.
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