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/e-commerce 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.

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.

Results: Greater media efficiency, and consideration AND purchase vs. brand-created content; massive global coverage positioning Oral-B GENIUS as an object of desire.

TARGETS:

•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/luxury 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

MEDIA+ONLINE INFLUENCERS

•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.

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/luxury 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.