The Challenge
Shift how Albertans see chiropractic care, moving from last-resort reactive pain relief to preventative, regular MSK treatment. With zero visibility into clinical conversion rates, AB Chiro had no way to know whether any campaigns were working.
The Insight
People fear losing mobility as they age. Deep research illuminated a clear primary target within 5 audience segments: households with income over $110K, age 45 and older. The research also revealed that more than half of Canadians struggle to stay active as they get older, creating real fears about dependence, about aging, about being left behind. This planted the seed for our campaign.
The Idea
Move Well. Age Well. See a Chiropractor.
We reframed chiropractic care as a proactive choice for people who want the freedom of aging without pain. People keep doing what they love, chiropractors keep them in the game.
The Work
Working with our digital partners, we built a location-based measurement system that tracked first-time clinic visits. For the first time, the client could see the campaign working. And, a full-funnel program that met the audience before they’d ever considered a chiropractor: broadcast and out-of-home for reach, a multi-platform social presence, two microsites A/B testing emotional against evidence-based messaging, and solution-led paid search aimed at the symptom instead of the category.
TV Ad Spot
The Result
- Display ads: click-through rates 3–7x above industry average
- Paid search conversion rate: 12%+ — 2–3x industry benchmarks
- Conversions driven by broad solution-oriented keywords, not just branded search
- New website visitors held strong across the campaign: 235K in March, 204K in April, 203K in May
