CHALLENGE

Help Amazon customers understand that the iO was Oral-B’s important product launch in over a decade, and was the most advanced toothbrush ever developed.

SOLUTION

The initial concept I developed was centred around an amazing live experience where customers could interact with a real-world interpretation of the new brush’s incredible technology; a very Instagram-able event. This was supported by a multi-stage media plan, including several landing pages which first promoted the live element, then shifted to product education and ultimately sales.

With the arrival of the global pandemic we needed to pivot to a digital-only solution, but we approached this with the same mindset - educate and excite customers with the iO’s high-tech features, even if we couldn’t do it face-to-face. Three versions of the landing page were built so customers were directed to the content best suited to their interest, to ensure each audience segment was served exactly the elements they would find most engaging.

IMPACT

The campaign saw solid levels of both sales and consideration of the iO, and increased sales for all other Oral-B electric toothbrushes, so strong brand / value trust was built.

Other learnings from this project (especially around audience interactions and interests) were used in multiple future projects and partnerships with Oral-B to ensure the best possible performance & customer experience.

We also utilised a video “Hero 1 / H1’ placement on the Amazon UK front, a brand-first for P&G in the EU.

View the live preview pages;

• Oral Care Enthusiasts

• Technology Lovers

• Luxury Shoppers