We predicted that people won‘t believe that a small local dental clinic may have official license for using popular Bad Luck Brian meme in an ad for invisible braces.

We prepared for negative comments on Facebook in advance and used the copyright topic to promote our campaign within the most popular magazine for youngsters.

Thanks to our prediction how public will react, we were able to change predictively negative and curious doubts on the campaign into positive example of responsible company and earn free media coverage of our campaign within the most relevant local media.

Klostermann Orthodontics is small dental clinic in Bratislava, Slovakia and this was their first campaign ever.

Our brief was to come with creative campaign to promote clinic itself and also their top product - invisible braces (you may know it as Invisalign). Their target audience are mostly young people, who care about style and look and they don't want to wear classic steel braces.

Our KPI was to increase interest in entry consultations by 150 %. This mean that during 6 week campaign, we had to deliver at least 90 leads = 90 people who wanted to make appointment and talk to dentist about getting braces.

We predicted, that people won't believe that unknown small clinic has license for using world-wide famous meme in their ad. This is a quite regular topic in Slovakia, because as a post-soviet country, a lot of small business just don't care and break copyrights in their ads.

We decided that we will use doubts about copyright infringement to boost visibility of our campaign and grab attention of the most popular local medium for young people - online magazine Refresher.

Before the campaign started, Bad Luck Brian recorded a video saying collaboration with Klostermann is official. From the beginning of the campaign, we had the proof that could clear all doubts very quickly. But we tactically saved it for later.

Immediately after launching the campaign, the first questions about the license

popped up on social media. Even international 9gag.com users have started

commenting on copyright infringement.

After doubts appeared in many places, we decided to redirect the whole discussion to one place where it could be even much more visible – the Facebook group with more than 20,000 professional marketers. They started grilling Orthodontics in seconds.

When the flame was burning in the comments, on the same day, we offered Brian‘s video exclusively to the Refresher magazine.

Refresher magazine became interested immediately in the whole campaign, and spread the topic with revealing video on their website, TikTok, Instagram, Facebook and Youtube totally for free.

The photo of the billboard with the whole campaign message, logo and website, appeared on the story cover photos on each platform.

Youngsters have been our target group from the very beginning and thanks to exclusive video, and media coverage, we described Klostermann in very positive light.

Unpaid article about the campaign was in TOP 3 on Refresher for two days.

Thanks to our original PR strategy, we delivered information about Klostermann Orthodontics and invisible braces to 140.000+ young people. Many excited and positive comments also appeared under social media posts.

MEDIA OUTPUTS STATS:

https://refresher.sk/98580-Marketeri-sa-pre-autorske-prava-stazuju-na-bratislavsky-bilbord-so-znamym-meme-Bad-Luck-Brian-na-to-zareagoval-videom

- Refresher magazine website article - average reading time 04:51, opens 20.000+, Facebook organic reach 140.000+

- Tik Tok story about the campaign: Reach 138 297, Views 151.800+, Watch time 1.150+ hours

- YouTube reportage in "Fresh news": Views 19 860, View rate 49 %

Earned media value 16 800 Eur.

BUSINESS OUTCOMES

The campaign has resulted in high overcoming of KPIs. Klostermann Orthodontics has seen a massive 275 % increase of the interest in invisible braces.

We delivered 135 leads of which 34 (25 %) converted into any kind of treatment.

ROAS of the campaign is 754 % (revenues 95 300 Eur / campaign costs: 12 637 Eur x 100 %)

Klostermann was unknown dental clinic with close to 0 communication and marketing. Their competitors run regular campaigns in outdoor, online or radio.

Bratislava is region of 500.000 people.

During the campaign, Klostermann did not provide any discounts on the treatment with invisible braces.