MSLGROUP - Personal Care Campaign
Company: MSLGROUP, New York, NY, USA
Company Description: MSL is Publicis Groupe’s strategic communications and engagement consultancy. It is one of the world’s largest public relations and integrated communications networks and provides strategic counsel and creative thinking. It champions its clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Personal Care
Nomination Title: P&G Oral B Genius
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
People desire exciting, smart technology– but a smart toothbrush?? We disrupted perception of the toothbrush–generally mundane and inexpensive–and turned our $250 toothbrush into the tech product of the year.
We positioned Oral-B GENIUS as “smarter than smart” tech object of desire by romancing its revolutionary Bluetooth and facial recognition features that improve brushing. We featured it at premier technology events, sustained excitement through relevant/credible sources–GQ/Wired/tech/beauty/lifestyle influencers, and scaled earned content across paid media/e-commerce via our breakthrough Conversation2Commerce methodology.
Smart technology works for wearables/home appliances, but a toothbrush? Oral-B GENIUS was the pioneer in a new electric toothbrush category and it required a fresh approach.
Oral health issues are common: people don’t brush for 2 minutes--they brush too hard causing damage. 80% of people spend insufficient time brushing at least one area of their mouth. But leading with these issues is well-worn territory.
Our way? Technology! Oral-B GENIUS takes away the guesswork–connecting to your smartphone via Bluetooth/uses facial recognition to guide your brushing.
Our objective: elevate the premium perception of the brand and drive emotional desirability for the best-in-class technology–in fact, position it as an object of desire that is “smarter than smart” to spark influential conversation and purchase.
We addressed barriers--paying $250 for a toothbrush, bringing a phone into the bathroom, explaining why real-time guidance through an App is needed, why the end result is worth the investment.
Our campaign--“So Smart, It’s GENIUS. Oral-B GENIUS: the toothbrush that sees what you don’t.”--positioned GENIUS as “smarter than smart” and downright irresistible. We proved to our media and influencer targets that only GENIUS can help you brush properly through its revolutionary tracking feature and real-time feedback via the App--that it's the connected device they have been missing, and then led the consumer to do the unimaginable with their wallets--spend $250-for oral health.
•Consumer: Sees his/her mobile device as the command center for connected devices/helps streamline their day; data-driven and focused on self-improvement through real-time guidance. They seek a premium lifestyle that is personalized through use of high-end technology.
•Dental professional: It was critical to convince them of GENIUS's superiority over other electric toothbrushes so that they recommended it to our consumers
•Technology/health/mass/dental trade media reviewed GENIUS technology in detail and validated the “smarter-than-smart” positioning.
•Online technology/health/lifestyle/beauty influencers positioned GENIUS as an object of desire they cannot live without.
PR PLANNING + APPROACH
Technology products are launched in stages: global announcement, selective influencer sampling, mass availability. We followed this format to drive interest/demand for GENIUS. Media/influencers were partnered with dental professionals at every opportunity, validating the desirability of the technology + the health benefits. A toolkit of assets/messages were used at events throughout the world to drive consistent activation.
TECH REVEALS–At Mobile World Congress, we positioned GENIUS as a breakthrough product at the premiere global mobile technology show through a visually-stunning booth/sleek displays/product demonstrations and trial/interactive game, all which were leveraged at future events. We startled influential attendee perception of toothbrushes and positioned GENIUS as a desirable tech must-have. We repeated the success in China/Spain/CES.
LOCAL MARKET LAUNCHES–Toolkit deployed/activated in 20+ countries (July) through media/dental professional events and influencer endorsements, ensuring message consistency from launch through holiday gift-buying season, a critical sales window. (October/December).
The reveals accounted for 10+ billion on-message impressions leading to business growth.
•Top-tier coverage--Wired, Men’s Health, GQ, Daily Mail, Vogue (Italy), CNET
•Top-tier content from some of the world’s most influential online content creators– Zoella (more YouTube subscribers than Beyonce) and Jim Chapman (named by Glamour UK as one of Britain’s sexiest men in 2016)
•Received 10 product awards, including as GQ Gadget of the Year/lifestyle; a Men's Health Award/oral care education and a Computer Build Award/technology
•Oral-B achieved 84% share of voice versus competitors in October-December timeframe in the UK/France/Belgium//The Netherlands/Germany–critical markets for Oral-B sales
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
• 10+ billion impressions in 20+ countries
•21% more time spent on the earned content page vs. brand-created content page on Amazon/U.S. (deeper product understanding)
•Most Amazon reviews in Germany/critical market are 4+ stars
•The Oral-B App averages 50,000 users a day, 93% of which are returning users, indicating true behavior change (2016 data)
•Earned content drove 17% greater media efficiency with the same level of media investment vs. brand-created content on Amazon U.S.
•Oral-B is poised to deliver a global 15+% growth in the fiscal year July 2016-June 2017, versus the previous year
•In the UK, PR contributions to Oral-B sales during the November/December 2016 time period were 26% greater than the previous year
•In China, PR contributed to a 15% growth in Oral-B NOS July/August/September 2016 versus the same time period a year ago