The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Chiropractic Association of Alberta’s “Why Wait to Feel Better?” Campaign

Entered in Lifestyle & Wellness


The Chiropractic Association of Alberta is an organization that promotes the imperative role of chiropractic care to patients, the government, health professionals, and insurers. We worked with the association to improve their advocacy efforts through effective paid digital advertising campaigns, with a specific focus on their “Why Wait to Feel Better?” campaign. 

The aim of this campaign was to help people experience the true value of chiropractic care, promoting consistent, preventative treatments. In order to increase access to world-class care for spinal, muscle, nerve, and joint conditions, part of the association’s strategy involved expanding scope and utilization. 

When dealing with multidisciplinary approaches to healthcare, there is a diverse range of perspectives and opinions, from passionate advocates to deep skeptics. With a large and varied potential audience, one of the primary challenges we were tasked with was identifying an addressable audience given the scope and context and providing engaging messaging to said audience.

Our goals to support this expansion included developing a detailed plan to generate awareness through the creation of digital advertising campaigns consisting of Google Display Ads, Meta Ads, and Twitter Ads. Our strategy focused on creating and editing these campaigns to be highly targeted to core topics and audiences, tracking conversions to understand the customer path and their drive to make decisions.

Strategy and Execution

The Chiropractic Association of Alberta’s website was fairly new, so we began with efforts to increase online visibility and set up analytics to ensure all key metrics and goals were tracked effectively.
To be successful, we knew we would need to identify an agreeable audience given the context and practice audience discipline. With a varied audience and the fact that everyone requires healthcare in some aspect, we had to ensure we weren’t overextending the messaging of the campaign. Another challenge we faced came from the wide depth of stakeholders. There is also a great variety in how chiropractors market themselves, so it was important that our messaging was aligned with the overall messaging of the profession.

To get started with online advertising, we created detailed customer personas, identifying specific target audiences by creating four display campaigns. These audiences were also targeted on social media platforms. We strived to reach a variety of demographics with campaigns catering to males and females from 18 all the way to 65+. The interests we focused on surrounded health and well-being. We targeted sports and fitness fans, from extreme winter sports enthusiasts to personal fitness classes. We also wanted to include people who generally maintain a lifestyle that could benefit from chiropractic care, targeting home and garden do-it-yourselfers and temporary and seasonal employees (like lawn care and snow removal). Because the priority of this campaign was to promote how versatile chiropractic care is, it was important to have a strategy that reflected this.

We optimized and ran campaigns on Google Ads, Meta Ads, and Twitter Ads, publishing monthly reports to share our findings and recommendations. Since we were working with new campaigns for Display Ads, we started with low budgets to initially focus on adding negative placements. Following that, we increased the budgets and moved forward with implementing Standard Search and more Display Ads.

We reviewed the Keyword Research and implemented some adgroups in a Standard Search campaign to generate an increase in impressions. During the campaign, we received a large influx of website traffic, with most of it coming from paid Google and social media sources.


Over the course of the campaign, we were successful in informing Albertans about the importance of chiropractic care and delivering cost-effective results from our paid digital advertising campaigns. Achieving the goals we set out to accomplish was important for the Chiropractic Association of Alberta in a few different ways. 

Some of the key highlights:

- Through our Google Ads strategy and implementation, we were able to educate a significant number of Albertans on the work of the association, reaching 15,361,530 users.
- The Google Ads themselves were extremely effective at captivating the attention of Albertans, and our specific targeting efforts proved successful as we achieved a high click ratio of 36,247.
- During the organic traffic and SEO campaign, we received a large influx of traffic to the website and directory of:

Most importantly, we heard positive feedback from not only the Chiropractic Association of Alberta but also other chiropractors within the province, saying that they were positively impacted by the work that was done.

Bluetrain’s relationship with the Chiropractic Association of Alberta continues thanks to the success of our advertising campaign. We continue to support the organization by providing ongoing SEO work as the association pursues new audiences and continues to grow.


Entrant Company / Organization Name

Bluetrain, Chiropractic Association of Alberta


Entry Credits