CUSTOMER SUCCESS STORY SOCIAL MARKETING
DENTSPLY Builds Product Buzz Through Social Media Channels Having a Facebook page is one thing, but using it in a way that drives engagement is another. Modern marketers know building buzz can often take something special. DENTSPLY International Inc., a leading manufacturer and distributor of dental and other consumable medical device products, accomplished just that, increasing its Facebook audience and building engagement for a key product
168
%
After DENTSPLY hosted a
with its target audience of dental students and alumni.
CHAL LEN GES • Increasing usage of one of its core products among North American dental schools • Building Facebook followers • Complying with industry regulations by maintaining a science-based campaign SOLU TI ONS
Facebook contest targeted at dental
• Cross-channel, cross-department integrated marketing
schools, incremental sales to new
• Facebook contest enabled by Oracle Marketing Cloud form
customers soared. The campaign paid for itself with a 168% return on investment in five months.
RESU LTS • Increased the number of schools exposed to the product by 650% and delivered an ROI of 168%. • Boosted Facebook followers by 75%, increased Facebook reach by 9,162%, and increased likes and post clicks by 5,647%. • Acquired hundreds of strong new leads and 75 new positive testimonials. • Gained compelling content and developed an integrated approach to customer engagement. • Proved the benefits of digital marketing. DENTSPLY's Facebook contest represented a change in tactics for the company, which had previously posted compelling content to its social media channels, then waited for the public to engage—without integration between channels or departments. This time, the company invited dental students and alumni to share cases related to one of the company's key products, integrating multiple departments and tools to spread the word across social media channels. The new method paid off. Supported by Oracle Marketing Cloud forms and nurture paths, the Facebook challenge produced improved engagement and true sales results, while remaining compliant to industry regulations and the company's science roots. DENTSPLY far exceeded its goal of increasing Facebook engagement and improving sales among dental schools, accomplishing other high-value objectives as well, with strong leads, fresh content and testimonials, loyal new customers, and an integrated cross-channel model for future campaigns. The campaign was so successful, in fact, that it inspired excitement in the marketing team for cross-channel, crossdepartment integrated marketing.
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