The global connected health/wellness devices market is expected to reach $612B by 2024. GENIUS is at the intersection of two connected device trends--Quantified Self and Internet of Things/(IoT). This opening allowed us to capitalize on consumer desire to improve health through connected devices as well as create a personal digital ecosystem. With this inspiration, we constructed a compelling campaign that validated WHY people need a smart toothbrush and created desire for GENIUS as tech product of the year.

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.

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.

COMMERCE VALIDATION TEST – Utilized our innovative Conversation2Commerce platform to create tests in China with Tencent Network (Sept.)/U.S. with Amazon (Jan./Feb. 2017). We took earned content achieved through launch, placed it in existing media/ecommerce buys and proved that earned content at scale delivers greater paid media efficiency/product consideration/commerce vs. traditional brand-created content.

Tier 1/Media Outputs

•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

• 10+ BILLION impressions in 20+ countries

Tier 2/Target Audience Outcomes

•53%+ increase in preference for Oral-B after exposure to earned content vs brand-created content in China

•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)

•55% of all the visitors clicking the Boots/UK purchase link on Oral-B influencer content had never previously visited the Boots website

Tier 3/Conversation2Commerce Business Results

•Earned content delivered double the simulated sales lift vs. brand-created content (20% vs. 10%) in China

•Inclusion of earned content led to 12% media efficiency by requiring 20% less frequency in China

•Earned content drove 44% more purchases vs. brand-created content on Amazon US

•Earned content drove 17% greater media efficiency with the same level of media investment vs. brand-created content on Amazon U.S.