Understanding what the ORT brand is and who he is a champion for helped define the positioning statement of Anthony as a personality. This set the tone for our creative process. Anthony's main demographic of clients range from office workers to professional boxers, but the common thread underneath that was poor care from previous chiropractors and physicians. Combining these traits along with Anthony's bold personality helped form a unique position for ORT in the digital space.

After an in-depth consultation with ORT Founder Anthony Newton, Creative Director Nichelle Quiocson and Chief Strategist Brandon Dey put together a full-funnel strategy for ORT’s 2019 campaign. Engaging creative that does social selling – in other words, establishes authority, showcases social proof, handles objections, and addresses cognitive biases. That creative was used to attract ORT’s audience into a content funnel, which was then segmented using audience tools to strategically place curated pieces of content in front of the most engaged members of ORT’s target audience, and sell those that were most likely to purchase.