Crest & Oral-B used Halloween as a teachable moment for dental hygiene. Instead of demonizing the day droning on about naughty trick or treating, we celebrated the indulgent candy devouring because people need a Time Out from all the rules of good behavior we tend to live by. After all, Halloween isn't Halloween without candy.

#SweetHalloween is possible because Crest & Oral-B have you covered. Our Trick or Treat program came to life through a hilarious video and social media activation. In order to push the odds of hitting true viral impact, we organized efficient PR seeding with influential media outlets and trade publications to drive number of views, sharing the conversation and awareness of the video more broadly.

Our call to action was for people to print an e-coupon and buy Crest & Oral-B products along with their candy corn and gummy worms. We wanted to increase brand exposure by generating broader reach of the sweet Halloween themed story. But we weren’t just entertaining, we also wanted to generate sales by driving retail activation and achieve coupon prints greater than 30,000 per day.

By becoming champions of candy consumption and making the most of a cute and highly impactful YouTube video, Crest and Oral-B successfully drove tremendous brand awareness with more than 7.3MM video views and over 677 MM earned impressions. In a short 4 weeks on a miniscule budget, sales increased by 3% on our $1 billion+ business, and coupon prints achieved 1.7 MM, which on average was to 60,000 per day. All by joining in the spirit of Halloween.