Campaign Calendar: BrightSmile Dental Marketing Campaign
Campaign Timeline
| Channel | Start Date | End Date | Duration |
|---|---|---|---|
| WeChat Ads | October 1 | December 31 | 92 days |
| KOL Partnerships | October 15 | December 15 | 62 days |
| Referral Bonus Program | October 1 | December 31 | 92 days |
All dates are in the second year of the dataset.
Channel details
WeChat Ads -- Targeted display ads on WeChat Moments and WeChat Official Account posts. Ads directed users to a booking link. Patients who booked through the link are tagged as "wechat_ad" in the booking data. Patients who saw the ad but booked by phone or walked in are not tagged.
KOL Partnerships -- Partnerships with three local health and lifestyle Key Opinion Leaders (KOLs) in Chengdu. Each KOL posted sponsored content with a unique booking code. Patients who used the code are tagged as "kol" in the booking data.
Referral Bonus Program -- Existing patients received CNY 200 for each new patient they referred who completed a first appointment. Referred patients are tagged as "referral" in the booking data. Before the campaign, organic referrals were also tagged as "referral" -- the data does not distinguish between organic and bonus-driven referrals in the pre-campaign period.
Cost Breakdown
| Channel | Cost (CNY) | Percentage |
|---|---|---|
| WeChat Ads | 80,000 | 44% |
| KOL Partnerships | 60,000 | 33% |
| Referral Bonuses | 40,000 | 22% |
| Total | 180,000 | 100% |
The referral bonus cost is based on the actual bonuses paid out (CNY 200 per referred patient who completed a first appointment). The WeChat and KOL costs are media spend.