Social video campaign

Dalkeith Dental
Video Content Brief

Strategic and creative direction for 19 short-form social videos

Executive direction

Make dental care feel clearer and easier to approach

The campaign should reduce uncertainty without minimising clinical complexity. Each video addresses one recognisable concern, gives the viewer one useful insight and ends with a proportionate next step.

19planned concepts
14recorded and edit-ready
5pickup scripts required
Creative principles
  • Lead with the viewer’s real question in the first three seconds.
  • Use calm, conversational language—not fear, shame or hype.
  • Give every video its own topic-specific, conversational CTA; never reuse generic CTA wording.
  • Every CTA end card must contain exactly three short lines with no automatic wrapping.
  • Use subtitles and design for sound-off comprehension.
  • Keep recommendations conditional on assessment and individual needs.
Campaign strategy

Shared direction

These rules apply across the whole campaign and should guide scripts, edits, captions and approvals.

Primary objectives
  • Increase appointment enquiries.
  • Reduce anxiety and uncertainty.
  • Build local familiarity and trust.
  • Educate without diagnosing online.
Core audiences
  • Adults delaying routine care.
  • Nervous or cost-conscious patients.
  • Local families.
  • People exploring hygiene, whitening, aligners, restorative or sleep-related care.
Voice and personality
  • Calm, warm and practical.
  • Clear rather than clinical.
  • Non-judgemental and inclusive.
  • Confident without guarantees.
Platform format
  • Instagram Reels and Facebook.
  • 9:16 master, 1080 × 1920.
  • Target 55 seconds; adapt to the clean take.
  • Burned-in captions inside safe zones.
  • Strong cover frame with 3–6 words.
  • Three-line end card held from 0:53–0:55.
Content pillars
  • H — Hygiene education.
  • P — Priority conversion and trust.
  • S — Health awareness.
  • B — Optional supporting concepts.
Success measures
  • Three-second hold and completion rate.
  • Saves and shares on education videos.
  • Profile visits and website taps.
  • Calls, messages and attributed bookings.
Concept briefs

19 approved content directions

Fourteen concepts are edit-ready. Five are strategically approved pickup briefs and cannot enter edit until a complete spoken take and CTA are recorded.

Delivery checklist

Before publishing

  • Confirm 9:16 composition and mobile safe zones.
  • Check captions against the spoken dialogue.
  • Use licensed music below dialogue.
  • Verify each end card remains exactly three visual lines.
  • Confirm consent for identifiable patients or children.
  • Remove incidental patient or administration audio.
  • Avoid before/after implications unless separately approved.
  • Confirm the final website and telephone details.
  • Review clinical wording with the practice.
  • Record filename, approval owner, publish date and enquiry source.
Privacy note: Exclude the incidental patient and clinic-administration discussion at the end of master WAV 0065 from captions, edits and exports.

Prepared 2 September 2026 from the approved shoot concepts and verified local footage review. Clinical and advertising claims remain subject to final practice approval.