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Oral-B
2
Current Campaigns
Manual Street
New Campaigns
YouTube
Oral B suggested:
"Write and preform a country song about how much you miss your charger."
"Show us what life would be like without toothbrushes. Be creative!"
Keep the Teeth
Bill Nye
Campaign Overview
http://www.pinterest.com/search/pins/?q=celebrities%20with%20no%20teeth
- Inspired by photos on Pinterest
- Create an app
- Instagram contest
- Theme: #OralBKeepTheTeeth
Campaign Overview
Integration with
Current Campaign
#oralbwow
- Bill Nye the Science Guy YouTube Experiments
- Post experiments on Facebook
"Curious what I'd do for my @Oralb Deep Sweep? You might be surprised! http://bit.ly/1aJu2An #oralbwow"
- Provide visual proof for existing tweets and blogs
- Continue to promote electric brush over manual brush
- Continued product recognition
"Longing for the WOW Experience — Please, Oral-B, Give Me My Power Back #OralbWOW http://goo.gl/uHofSS via @WomanTribune"
Campaign Goals
Objectives
Just brushed with my @OralB power spin brush as part of the #OralBWOW challenge. In love. Good night! #cleanteeth pic.twitter.com/fZgH86bzdC
- Product Awareness
- Encourage Electric Brush Use
- Instagram Engagement
- Generate Sales
Target Audience
- Young Adults
- Teenagers
Campaign Goals
Locations:
Objectives
- Provide visual example of advantages of using an electric toothbrush
- Achieve a stronger YouTube presence
- Facebook interaction
Integration with
Current Campaign
Target Audience
- College Age (18-25)
- Maintains Goal to Encourage Electric Brush Use
- User-Generated Content
- Adds Humor
social platforms
Bloggers
http://www.springmountainliving.com
"As you can tell, I really (really) love my Deep Sweep! But, as they say, Love Hurts! Hopefully me and my Deep Sweep will be back together in no time and I'll be able to smile and know that, with the charger, we'll be inseparable and back to our brushing routine forever."
Erath, LA
Bainbridge Island, WA
Stanford, KY
Carroll County, VA
Media Used:
Mobile app, online fan page, viral video, blog, flash mobs, TV infomercial, and in-store activities
Results in Italy:
17,324,625 content-driven impressions
9,139.15 viewed hours of branded content
1,167,370 interactions
The Challenge:
To convince those who use the manual toothbrush to switch to the electric one.
The Big Idea:
To push ordinary people to experience the difference of oral power and to convince all their friends.