Research showed that consumers often struggle to maintain fresh breath after brushing, and brand loyalists desired a toothpaste with an extra minty freshness. To address these needs, P&G Oral B launched the new variant, Oral B 2in1.
Recognizing the power of social influence, we understood the need to engage consumers through authentic experiences and relatable influencers to drive awareness and trust in the new product.
The campaign began by seeding the new variant to 50 strategically selected Nano influencers, who shared their experiences with Oral B 2in1 across social media platforms. Additionally, we collaborated with celebrity influencers, including actors, on-air personalities, and fashion influencers, to amplify the message of confidence and freshness that comes with good oral care.
Metrics achieved;
- Reached 12.3 million users across Instagram, Twitter, and Facebook, with over 51.4 million impressions.
- #OralB2in1 was among the top-five topics on Twitter twice during the launch and a subsequent contest.
- Over 20% of a sample size of 486 people learned about the new product through social media, outperforming TV and in-store activities by driving increased engagement.
- Surpassed radio advertising impact by over 35% in terms of awareness and engagement.
The campaign successfully resulted in positive sentiment among consumers, with increased engagement and interest in the new Oral B 2in1 variant.
Keywords: Digital PR, Influencer Engagement, Brand Marketing, Social Media Campaign
