Case Study

Client:

Achylegs

Capability:

Branding, Advertising

Campaign:

Ongoing

Challenge:

Starting from scratch is every advertiser’s dream. It’s a blank slate. A fresh sheet of paper. An empty barrel, waiting to be filled with fish. You get the idea. So when a group of leg pain specialists calling themselves AchyLegs tapped us to create and launch their brand-spanking-new brand, we jumped at the chance.

As it is with most new branding projects, the main challenge was recognition. As in, they didn’t have any. Most of their audience (men and women 45+ with leg pain and swelling) didn’t know the first thing about leg pain specialists, let alone all the services they provide. So we not only had to create a trust-worthy, integrated, well-designed brand, we were going to have to educate its core audience about leg pain in general, and its treatments. All from scratch, all within the constraints of a very limited budget.

Solution/Execution:

A company is rarely ever defined by one thing. Such is AchyLegs. It’s a group of highly trained medical experts, yet it’s friendly and approachable. It utilizes the latest cutting-edge technology, yet it’s accessible (they guarantee a consultation within 24 hours of your call). In the end, we had to embrace the contradictions and let the personality of AchyLegs take a back seat to the central message of the campaign: not all leg pain is just “part of getting older.” It could be caused by circulatory problems, which are not only dangerous (and sometimes even life-threatening), but also quite curable.

Since the message was first and foremost an informative one, we naturally gravitated towards TV as the main medium. Not only does TV have the most reach (statewide), it’s twice as cost-effective as radio. And with an audience (45+) known to have consistent year-round viewing habits, we were able to concentrate on one medium and stretch our limited budget even further. Which was good, because we only had enough to make one :30, and a cut-down :15. Luckily, TV is pretty forgiving when it comes to making the most out of your time. In just half a minute, we were able to inform our audience AND impart AchyLegs’ friendly, approachable personality, all while hopefully giving viewers a sense of hope about their leg pain.

We also folded some PR into the mix, because no matter how powerful TV is at telling a compelling story, there’s nothing like a little cost-effective PR to help keep the story going beyond the ad break.

Results:

The numbers speak for themselves. Within 10 weeks, the campaign had generated 190 calls and 117 appointments. With the estimated ROI being upwards of $4,000 per patient, we could have been happy with just that. It also created quite a bit of web traffic (7,200 page views and 2,900 unique visits), but back to the ROI thing for a second. The total production and media spend was just north of $80,000. The total ROI is hovering somewhere around $400,000. That means AchyLegs is looking to rake in (calculating … calculating) close to SIX TIMES their investment.