Pronamel broke convention by getting attention in a low interest category.

How does a brand get anyone to care about acidic foods and enamel erosion? By tapping into human behavior in a language native to our target: emojis.

Introducing The EnamelBot: an AI bot that educates users about the acidity levels in their favorite foods and drinks in real-time. Twitter users tweet an emoji of the food they are about to eat to The EnamelBot to receive an engaging and educational reply about its acidity levels.

Based on social listening, we developed real-time responses for EVERY emoji, which allowed Pronamel to start an interactive discussion about acid erosion. Anchoring the program with a Twitter Promoted Trend, the conversation enjoyed maximum visibility and resonance with our core audience.

At the launch of the campaign, a promoted video instructed users how to engage with The EnamelBot.

Once interacting, users quickly found hidden surprises throughout their emoji keyboard. While the focus was on food, all emojis returned messages with the playful spirit of Pronamel, including the “pile of poo,” unicorn, and fire.

The EnamelBot AI was continuously optimized throughout the campaign to better engage users, which resulted in increased traffic and improved usability. As evident by the number of return users and tweeted reactions, it was clear the EnamelBot cut through ambivalence to spread the word about enamel protection in an otherwise homogenous category.

The real-time response to The EnamelBot was impressive, resulting in 15 million video views for the instructional video alone. The “Bot” enjoyed 374k engagements, and 42.4M total impressions during a three-week period. The campaign greatly surpassed healthcare and CPG (FMCG) benchmarks with a 48.83% video view rate—with many users engaging repeatedly. On average, people who re-engaged with multiple tweets spent 2.5 minutes! But most importantly, during the campaign period sales climbed to a 12.2% increase versus the previous year.

Ultimately the charm of The EnamelBot grabbed the attention of the general public in the virtual world and educated them about the problem of acid erosion in the real world. Though the use of humor and engaging content, The Enamelbot cut through the usual parade of monotonous white smiles and talking dentists, creating an inviting and enlightening discussion about the importance of enamel care.