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DR-HO’S

August 9, 2022
Project overview

Dr. Michael Ho, a physiotherapist, introduced DR-HO’s TENS devices for pain relief over 30 years ago. Throughout this time, his devices have benefitted millions of people. Initially, DR-HO’s gained traction through television shopping and advertising. However, when they ventured into digital marketing, they faced challenges as the social media audience differed from their existing customer base.

Upon thorough exploration, we discovered that DR-HO’s primary audience wanted a sense of belonging and desired to connect with a brand that truly understood their daily struggles with pain. Recognizing this, we proposed that the DR-HO’s team embark on a rebranding journey to establish a genuine connection with their target audience on social media.

ClientDR-HO'SIndustryWellnessYear2022ServiceBrand storyShare

We targeted a specific audience with different hooks and videos (seated VS in motion). This approach resulted in higher engagement, indicating a preference for movement over discussions about pain.

We removed all branded components and focused on the content, and this ad is still the top performer to this date! The audience appears more receptive to non-branded content.

We’ve tried it before, and we know it works. When Dr. Ho is featured in the ad, we observe better performance. We created a series of ads emphasizing hooks, and animation, leading to continued audience engagement with the videos.

This ad is part of our 2022 Holiday campaign. With limited assets, we aimed to evoke emotion by featuring real customer testimonials.

This ad performed exceptionally well. We believe the combination of a UGC video featuring a child and their grandmother helped evoke emotions, while the bright, branded visuals made the ad more memorable for the audience.

This ad targeted an older audience. To make it more memorable, we used a deep purple colour and increased the font size for better readability.

Reflection

My perception is not universal. Initially, I believed that a video featuring Dr. Ho or strangers wouldn’t be effective because it didn’t resonate with me. However, I realized that I am not part of Dr. Ho’s target audience. Through this project, I developed a deep passion for understanding people’s behaviours. It also taught me compassion for people’s ideas, visions, emotions, and behaviours.

I’ve learned how to reshape a brand story. We transitioned from a heavily retail-focused brand to a community-oriented brand. To enhance sales, we prioritized building awareness, care, and trust.

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