Sensodyne was launching True White, a premium whitening toothpaste for sensitive teeth amongst stiff competition in Singapore (population 5.47 million) in September 2014. It was the most expensive mainstream consumer toothpaste on the market and its key benefit –that of being a low abrasion whitening toothpaste– was based on a pain point that our audience was unaware existed (according to our social listening and search volume research).

Our solution was to differentiate by bringing True White out of the functional world of oral hygiene into the engaging, less price sensitive arena of beauty and fashion.

We worked with bloggers Andrea Chong and Rachel Lim and Hollywood celebrity photographer Russel Wong to craft fashion-themed content, leveraging their fan base and legitimacy in the fashion space.

3072 hours of video were consumed, 993 hours were spent browsing our microsite and True White became the biggest selling toothpaste SKU in October 2014.

We created “Sensodyne True White Style" — an initiative to capture the essence of Sensodyne True White in two fantastical, fashion-themed ‘ads’. We presented a ‘making of’ in video and imagery across owned and influencer channels. This keyed into our audience’s interest in fashion and a mass-market interest in style-focused Reality TV. The fashion and fantasy themes helped generate buzz and move True White into a fashion arena.

Phases:

1. Teaser: Introduced fashion bloggers Andrea Chong and Rachel Lim and celebrity photographer Russel Wong

2. Shoot: Behind the scenes

3. Reveal & Voting: 2 finished images revealed. Consumers got actively involved in the linkage of the product to fashion & beauty by voting for the image they felt best represented True White Style.

4. Product Focused Microsite: Campaign site and online media was refreshed to focus on product benefits, but leveraging chosen imagery as key art.

Campaign Duration: 3 Months

Stats in context of Singapore total population of 5.47 million

Output/Awareness: 3072 hours of video consumed. 993 hours spent on microsite. Average Facebook engagement rate 6.1%. 16.9% of our 33,214 microsite visitors returned more than once.

Influencer driven Awareness: 16,840 Likes & 105 comments on just 7 blogger Instagram posts (indicates high reach via their blogs but that data wasn’t available)

Knowledge/Consideration: Sensodyne share of voice in social media conversations rose from 5% to 18% (80% driven by True White) - 20% of conversations were positive and driven by our campaign (79% neutral) – and we saw an 8% decrease in negative sentiment down to 1% (Stats from GSK’s social listening department).

Action/Business Impact: True White was the best selling toothpaste SKU in Singapore in October 2014 and had its largest marketshare in Singapore history. (Digital was largest component in media mix with 45% of budget / no TVC support)