USC Dr. George Tyndall
How we quickly and carefully executed a complete, effective campaign and advertising strategy within just 24 hours notice.
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Client
Anonymous Obu client
Services
Expedited production of a custom landing page and paid advertising strategy geared towards a specific audience on short notice.
Results
Conceptualized, strategized and designed an effective landing page and advertising campaign amid a competitive market, all within 24 hours notice.
Total signed cases: 8
Our Goals
A long-time Obu client called us on a Thursday afternoon after being tipped off on horrible, emerging news. A University of Southern California gynecologist was being accused of sexually assaulting students for decades.
Our client needed a complete campaign launched within 24 hours. It was approved the following morning at 8:30 a.m. and launched by 6:30 p.m. that Friday evening. Our goals were to:
- Develop a strong campaign content and paid advertising strategy using real-time news and data.
- Create a superior landing page to draw users, given the competitive topic and industry.
- Generate a maximum number of qualified leads who were USC alumni and patients of Dr. Tyndall.
Here’s What We Set Out to Do
- Goal #1: Target the right audience
We first gathered information to get an in-depth understanding of the age and potential location of USC alumni who were potential victims of Tyndall’s. A few dated back to the 1980’s, though we presumed his abuse may have become bolder over time, possibly piquing in the 1990’s and early 2000’s. Our primary target age range was women between 30 and 45-years-old. - Goal #2: Build competitive and highly targeted advertising campaigns
We built hyper-targeted interest and age groups for women of the aforementioned age range who expressed interest in USC and related areas, such as UCLA, other surrounding colleges and local venues. - Goal #3: Increase lead conversion
We analyzed how users were interacting with the existing campaign landing page and optimized our advertising channels to maximize reach.
The Impact of Sexual Assault on Victims
In just 24 hours of launching the campaign, many brave women came forward. Below are a few of their stories:
“I was a student at USC from 1988-1992 and I saw Dr. Tyndall on several occasions. During one appointment, he took a picture of my genitals stating he needed them as a diagnostic tool. He made several inappropriate comments about my sex life and more.”
“During a pelvic exam, Tyndall inappropriately rubbed my legs and made inappropriate comments… comparing my naked body to a famous overweight African American actress while he was in between my legs. I did not initially report it, but I was invited to participate in a focus group by the university health center administration to give feedback about the health center, where I finally worked up the nerve to tell about my experience. I felt that it was laughed off and no one took a formal report after I mentioned it in that group. I never got the nerve to speak up about him again- until now.”
“I saw him in 1988 when I was a sophomore at USC. He did the exam with no gloves, touched me inappropriately and said some inappropriate things. I went into a very severe depression and dropped out of school. It took me until last year to talk to a therapist about it.”
The Outcome
Within 30 days of launching the USC campaign, we:
