How could we establish our brand into their daily lives as something to be used every day? We knew paradontax’s core target were people who were used to doing overtime in offices and such people were the most prone to developing bleeding gums. We identified a uniquely Chinese term to describe these people who always worked overtime - “OT Dogs”, but for them breakfast is a time for them as they get ready for the day ahead where they do not pause once they start. So we combined these elements to create a punchy, socially relevant and catchy tagline that perfectly resonated with this audience – “Breakfast for OT Dogs”. This was the first time a toothpaste brand was speaking in a tone and context that was relevant and fitted with their daily schedule.

We identified Eleme, China’s biggest breakfast delivery service, as our strategic partner for this initiative using Eleme’s native O2O mechanisms to get more trial for parodontax than any other campaign in its history. To maintain the full convenience this platform offers, people could apply for breakfast and a parodontax sample directly through the Eleme App – no separate login was required. This was 100% mobile, 100% in app, 100% convenient.

Eleme then delivered breakfast with parodontax via specially designed parodontax-Eleme packages, at CBDs in 18 key markets across China. These contained a specially customized message inviting users to try the enclosed parodontax sample for 7 days in order to judge its effectiveness for themselves. These users then scanned a QR code on the package to follow us on WeChat. Here we advised users of all the steps to ensuring their gums always stay healthy through specially created articles.

Through this Eleme campaign, we delivered 100,000 parodontax “Breakfast for OT Dogs” packs to consumers with the samples and tailored communication to try it for 7 days to experience its efficacy. And more than just deliver they agreed with us, as 83% (83,000) of the samplers agreed that parodontax was more effective than their regular toothpaste!

Acceptance of paradontax’s efficacy ensured that social buzz skyrocketed and brand searches increased by 53%, all building the parodontax brand.

With our WeChat account registering over 20000 new followers in less than 4 weeks, an engagement rate of > 20%, we outranked the category engagement rate of around 10%

More importantly, with a media budget only 0.5% of the previous year, we grew parodontax’s ecommerce business over 600%

The campaign succeeded in its goal of elevating parodontax from being a niche brand to a mainstream challenger toothpaste brand with proven efficacy over regular toothpastes.