Thrive Services Used
Project Overview
A behavioral health and addiction treatment center wanted its digital presence to feel more human. Previous content was not generating meaningful audience response, and the brand lacked a strong image library that reflected the people, locations and treatment experience behind its services.
The company reached out to Thrive Internet Marketing Agency to overcome these challenges. Thrive supported the client through organic social media, paid social media and pay-per-click (PPC) advertising, building a strategy centered on stronger storytelling and a more consistent publishing cadence.
With refreshed content pillars that educate and motivate audiences while showcasing services and locations in a more relatable way, the campaign gave the brand a more credible online presence. That strategic shift helped transform an account with little prior engagement into one that not only improved audience interaction but also expanded visibility at scale, culminating in a 71% increase in engagement rate and content reach of 230K people.
The Results
+39%
Engagement
+71%
Engagement Rate
+148
New Followers
+230K
People Reached
Using a more intentional mix of content strategy, brand refinement and ongoing audience engagement, Thrive produced the following results for the client:
PPC
- Paid Traffic: 17,332 vs. 68,861 (+297%)
- Average CPC: $5.24 vs. $1.46 (-72%)
- CTR: 3.27% vs. 5.57% (+71%)
- HubSpot Customer: 5 vs. 9 (+80%)
Paid Social
- Clicks: 14,710 (+63%)
- Paid Traffic- Reach: 139,759 (+23.54%)
- Call Placed: 168 (+229%)
- CTR (link click-through rate): 4.14% (+123%)
- Cost per Call: $38.18 (-9.68%)
- 60-second phone calls: 114 (+159%)
- Video plays at 100%: 3,857 (+175.50%)
- Video Ad 2 delivered 93 qualified 20-second calls, up +323% vs. the prior period
The Execution
When the client partnered with Thrive, the primary objective was to make its content feel emotionally aligned with the nature of its services. A major obstacle was the lack of a humanized image library. Much of the available imagery felt empty and impersonal, which made it difficult to create content that resonated with prospective audiences.
Thrive addressed the challenge by researching how similar institutions presented themselves online and found that brands in this space connect more effectively when they showcase the human side of care. That insight shaped the strategy moving forward.
Content Strategy Development
Using insights from competitive research, Thrive built a content strategy around specific pillars to educate and motivate the audience while also highlighting the client’s services and locations in greater detail. This gave the brand a clearer messaging structure and made each piece of content more purposeful and aligned with user intent.
The updated approach helped shift the account away from static, low-response posts toward content that creates a stronger audience connection.
Visual Identity Refresh
Thrive refreshed the client’s visual identity and refined its brand persona to better align with its target audience’s expectations. The creative direction focused on making the brand feel more approachable and emotionally relevant. This helped close the gap between the client’s real-world service experience and how the brand was being represented online.
Content Calendar Optimization
Thrive also optimized the client’s content calendar to support a more consistent posting schedule. Regular publishing helped establish momentum and gave followers a reason to stay engaged with the brand over time. That consistency played an important role in helping an account with little to no prior interaction begin building traction.
One of the earliest wins was simply getting the audience to respond. Engagement had been virtually nonexistent before the new strategy was introduced, so improving the content pillars and overall creative direction helped the brand quickly build initial momentum.
The Next Steps
In the next quarter, Thrive will focus on refining the client’s cross-channel strategy to improve lead quality and build on recent social media momentum. The next phase centers on:
- PPC: Restructure campaigns, unify conversion actions and implement value-based bidding to improve lead quality and CPA.
- SEO: Prioritize treatment and location page optimization, fill content gaps with high-intent blog posts and address technical issues such as 404 errors and internal linking.
- Paid Social: Reallocate budget toward top-performing creatives, expand retargeting and lookalike audiences and test new ad variations.
- Organic Social: Increase short-form video content, improve posting cadence and work toward pushing engagement rate closer to 1%.
