SDC CAMPAIGNS
Oral Care Portfolio :30 Amazon TV, OTT
Introducing SmileDirectClub's dynamic :30 spot on Amazon Streaming, designed to elevate awareness of our comprehensive oral care portfolio. This campaign aims to shift perceptions, showcasing that SmileDirectClub, renowned for aligners, also offers a range of products to make your smile brighter, cleaner, and healthier. The ad spotlights both our whitening and power products, offering viewers the flexibility and choice they deserve. Through a balanced visual narrative that seamlessly integrates the human element, brand codes, and 3D product visuals, we've crafted a compelling message that resonates with consumers and fits seamlessly into their lives.
CarePlus+
In February 2023, SmileDirectClub unveiled the CarePlus+ campaign. This groundbreaking treatment option seamlessly integrates in-person expert guidance from local partner dentists with the convenience of virtual support from a dedicated CarePlus+ dental team. Crafted to provide an unmatched care experience, CarePlus+ is meticulously tailored to fit individual lifestyles and schedules. CarePlus+ was successfully piloted in four pivotal DMAs - San Diego, Denver, Orlando, and Sacramento. Leading up to the full MVP launch, promotional endeavors had expanded across various channels, encompassing Digital Media, Audio, OOH, Display Ads, Apple News Ads, Jeeng Ads, In-feed, landing pages, and enhanced Paid Social assets. We also deployed videos for TikTok and Meta (IG, FB) and in-office education and signage pieces.
SmileXP
SmileDirectClub teamed up with global esports powerhouse Gen.G to launch "SmileXP," a groundbreaking six-month campaign that targeted the gaming community. This innovative partnership featured live streams, social content, and a three-episode VOD series that tracked popular content creators' journeys to healthier, straighter smiles. Aimed at the teenage demographic, which both brands naturally appealed to, the campaign also included a sweepstakes that offered one lucky winner free SmileDirectClub Clear Aligner treatment. Since its inception in 2014, SmileDirectClub has transformed over 2 million smiles worldwide, making oral care accessible and affordable.
This collaboration with Gen.G amplified our commitment to reaching more people uniquely and engagingly.
Amazon Prime Day
In the 2023 Amazon Prime Day campaign, SmileDirectClub capitalized on the event's massive reach to boost sales of our oral care products. Utilizing a multi-channel strategy, we engaged shoppers through targeted pricing, PR, influencer partnerships, and social media. Our Amazon Brand Store was fine-tuned to attract deal-seekers, and our CRM was leveraged to energize our existing customer base.
The result. A remarkable 57% year-over-year increase in Prime Day sales, reinforcing SmileDirectClub's position as a leading brand in oral care.
Holiday Gift Guide
Our recent SmileDirectClub holiday campaign reimagined oral care as the perfect gift, presenting it through a highly shoppable gift guide on our owned e-commerce platform. We aimed to drive customer consideration of our oral care products as ideal holiday gifts. The campaign featured full-channel assets and a visually compelling guide that balanced innovative design with industry trends. We leveraged elegant branded holiday iconography and 3D environmental flat lays to bring our products to seasonal life. The messaging was crafted to position SmileDirectClub as the go-to holiday gifting solution, successfully driving brand and product relevancy throughout the holiday season.
SmileMaker IOS + Android Launch
Introducing the SmileMaker™ Platform, SmileDirectClub's groundbreaking app for iOS and Android that revolutionizes the teeth-straightening experience. With just a scan, visualize your future smile in minutes and receive a Custom Smile Plan, a 3D model detailing your teeth's transformation journey. The platform offers personalized treatment options, from night-only aligners to flexible payment plans, tailored to fit your lifestyle and budget. Once treatment begins, the app becomes your go-to companion, offering smart tips, progress tracking, and 24/7 access to dental care support. Available for iPhone XS and above, the SmileMaker™ Platform sets a new standard in convenient, doctor-directed oral care.
NYC OOH Takeovers
Building on our history of impactful OOH campaigns in New York City, SmileDirectClub continues to disrupt the urban landscape with bold, eye-catching activations. From transit ads to Times Square billboards, our OOH efforts are designed to captivate and engage a diverse audience on the move. We leverage high-traffic locations to elevate brand awareness and drive consumer action. Our OOH initiatives serve as a dynamic extension of our brand.
World Smile Day
“frown upside down”.
SmileDirectClub joined forces with the Boys & Girls Clubs of America to share the smiles near and far. From October 1 to October 5, 2018.
In this activation — one of my first at SmileDirectClub — we leveraged the age-old maxim of a smile being a frown upside down. ;)
