Oral-B is a global leading brand of electric toothbrushes. “Daily 2-step Gum Care System” is Oral-B’s high-end gum care product, launched in China on January 14, 2016, targeting at elites who embrace western lifestyle and attach importance to life quality. At the 2016 Effie Awards Greater China Gala, the “Oral-B Daily 2-step Gum Care System Launching Campaign” designed by Social Touch won silver prize in the “personal care” category.

The Challenge

The competition of high-end toothpaste market is very intense and most of the market share has been captured by first-mover brands. Therefore, it is a great challenge to change consumers purchasing behaviours. Besides, as a new product, “Oral-B Daily 2-step Gum Care System” faces other problems, such as high price, new and unique features, and low awareness in traditional sales channels

The Solution

Social Touch promotes the products through co-branding with BBC TV series “Sherlock”. By research with BBC Greater China, we found connections between the product performance and the series plot and between the product consumers and the series fans. Leveraging the popularity of “Sherlock” in China market, we decided to launch the product campaign during the time of this series’ release. Through this co-branding, we successfully built up a connection between Oral-B and “Sherlock” to enhance product awareness among targeted consumers

• Leveraging Social Touch’s big data system, we identified the communication channels based on target audience analysis. We further differentiated the product from major competitors through marketing intelligence research. Then we identified the key selling points, which leads to further optimization of communication strategies.

• Social Touch highlighted the product features in the extra chapter of “Sherlock”. This extra chapter quickly went viral online and further attracted the attention of numerous audiences at low cost within a short period.

• We continuously promote the product through offline new product launch event, where leading journalists, well-known dentists as well as e-commerce KOLs were invited. The product launch event further enhanced the product’s high-end positioning and increased brand awareness.

• In the second phase of this campaign, we shifted our focus to social marketing. Together with our allies, which include popular KOLs and leading platforms such as Zhihu, Guokr and XiaoHongShu, we continuously promoted the brand awareness and drove sale volume. 

The Result

• Generated 15.88 million views and 1.01 million times of social user engagement through 17 pieces of social media content

• The extra chapter of “Sherlock” generated over 1.8 million views