Invisalign is a modern solution to straightening your teeth without wires and as the company continues to grow, expansion into the GCC was an important move for the business. Invisalign approached Nexa in 2018 and challenged us to create an aggressive growth-focused campaign. Nexa crafted a B2B growth strategy targeting dental and medical professionals to become approved Invisalign consultants / specialists. Campaigns were delivered using social media and search campaigns via the creation of new B2B focused landing pages in English and Arabic, dental /medical professionals were invited to a free seminar where the Invisalign team would present the benefits to each individual of becoming Invisalign certified and approved. Dental professionals could then register to the certification program for a fee of $1,500. Our objective was to generate qualified B2B leads for Invisalign and keep the B2B messaging consistent using social media community management and content creation & publishing. The biggest challenge Nexa faced was difficulty in generating leads for monthly events and a limited budget. The solution was implementing lead generation ads, A/B Testing audiences based on demography, interests and Lookalike and A/B Testing campaigns. This digital growth strategy proved successful. The conversion rate into the certification program from the leads generated by Nexa was 60%, with a total of 431 new certified partners onboarded by Invisalign. The revenue generated from certification courses alone was AED 2,381,328 ($646,500), which in itself was a considerable return on investment, not to mention that the average partner sells a minimum of 2 Invisalign treatments within 6 months of certification at a minimum cost of $7000 per treatment.
- Online Certification Programme
- Difficulty in generating leads for monthly events organised for the online certification program in the GCC region.
- Limited budget.
- Implementing lead generation ads.
- A/B Testing audiences based on demography, interests and Lookalike.
- A/B Testing campaigns.
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