Oral-B electric toothbrushes

The Objective

Driving Innovation in dental hygiene with creative strategies

Oral-B, a P&G brand and a U.S. based multinational focused on consumer goods, has built strong strategies since entering TikTok in 2023. By consistently partnering with the platform, the brand has excelled during key online sales moments to promote its electric toothbrushes.

This year, Oral-B’s challenge was to stand out during Hot Sale, a competitive discount season. The goal was to efficiently communicate key brand messages, reach the largest possible audience, and highlight the smart choice of an electric toothbrush by showcasing its benefits and the importance of incorporating it into a daily routine.

The Solution

Connecting and educating the audience through TikTok strategies

To achieve this, Oral-B developed a comprehensive three-phase strategy: Warm-up, Hot Sale, and post-Hot Sale. Each phase was carefully designed to maximize impact and connect with TikTok users by leveraging both premium and auction formats tailored to the different campaign stages.

In the Warm-up phase, the objective was to build anticipation and prepare audiences for the biggest sales event of the year. Solutions were implemented to capture attention from the first second, using content creators who developed native, TikTok-first pieces. These creators ensured that Oral-B's message felt authentic and in sync with the platform's language, helping to establish a more genuine connection with users.

During Hot Sale, the strategy intensified with a mix of formats spanning premium and Auction ads, optimized to reach as many users as possible and communicate the key benefits of Oral-B’s electric toothbrushes. This phase focused not only on product promotion but also on educating users on why an electric toothbrush is a smart choice, emphasizing advanced technology and oral health benefits that set them apart. Content creators played an essential role in this phase by presenting the products in a creative, authentic way, highlighting their daily use and advantages in a way that resonated with TikTok’s audience.

Finally, in the post-Hot Sale phase, communication continued to reinforce the message and keep the brand Top-Of-Mind. This stage focused on highlighting positive reviews and maintaining dialogue with users, strengthening Oral-B's perception as an innovative and trustworthy brand. To measure the campaign’s impact, a BLS (Single Cell) study was conducted to assess message effectiveness and strategy reach.

The Results

Delivering Tangible Results

The campaign’s tactical pieces effectively communicated the brand's key messages, reaching 25.8 million users, representing, according to the brand, 25% of internet users in Mexico and a 29% growth over previous promotions.

Brand recall increased by 7.6% and familiarity by 2.5%, strengthening consumer relationships and significantly boosting Oral-B's positioning during a key period. Additionally, an ROAS of over 2X was achieved, with the highest sales days aligning with the implementation of the TopView format, the platform’s highest-reaching format, closing with outstanding performance.

These achievements reflect Oral-B’s ability to adapt and capitalize on key sales moments, driving Consumer Engagement and boosting Sales of its leading products.

Source: TikTok Internal data, BLS Latam (MX), P&G, May 20, 2024 – May 22, 2024