Oral B: Smile India Movement :)
Brand owner: Procter & Gamble
Agency: Mediacom Communication
Brand: Oral B
Industry: Oral health
Media budget (USD): $1 - $3 million
Channels used: Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Mobile and apps, Newspapers, Online video, Radio, Social media, Television, Television - direct response
As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. Research revealed that Indians were smiling less due to poor oral hygiene. This case study describes how the brand used this insight as the basis for a "Smile India" movement encouraging people to pledge to take care of their teeth and enjoy a free dental check-up. The campaign features print, social media and events. As evidence of the success of this approach, this case study cites the number of pledges generated, and improvements in brand equity scores and market share.