Vanguard Wellness is an innovative organization that provides access to vital healthcare services for Canadian military veterans. This includes Health Canada approved ketamine-enhanced psychotherapy – a unique and transformative therapy that helps veterans impacted by PTSD, depression and other traumas redefine their path as they navigate the transition to civilian life.
On September 1, 2021, Vanguard made its services available in New Brunswick, through a newly-opened Field Trip location in Fredericton, near CFB Gagetown. With a goal of driving awareness of the launch of its services – specifically in Fredericton and Oromocto – Vanguard engaged Bonfire to develop and launch a digital ad campaign for veterans.
Given that Vanguard’s services relate to mental health and medical interventions, and the complex advertising landscape with content restrictions and regulations, Bonfire developed a strategy and accompanying creative that drove home the message that a new form of support is now available. The media strategy incorporated a mix of premium placement, paid ads through a partner with proprietary content-recognition technologies. The strategy and ad placement ensured more control over visibility and targeting, alongside organic social posts for added storytelling.
After six weeks in market the campaign generated 193,279 impressions and a click-through-rate (CTR) of 1.23% – one of the highest CTRs our partner had experienced for this type of ad. And with the campaign generating such strong results, the decision was made to launch a second six-week campaign with refreshed creative, which generated similarly strong results.
We continue to work with Vanguard and its sister companies to develop and launch meaningful campaigns, all working towards a goal of providing veterans with access to the support and treatments they need. To learn more about Vanguard Wellness, visit: https://vanguardwellness.ca/