Winner
Driving conversion by helping people smile with confidence
Summary of work
Align Technology identified a significant opportunity to grow the lnvisalign business by targeting the consumer audience for the first time. The brand needed to overcome the consumer insight of ’lf I can live with an imperfection, I won't be inconvenienced to fix it’ alongside minimal brand awareness.
The strategic approach was to get more target consumers to ask for lnvisalign at dental practitioners, which would be achieved by creating an integrated campaign to engage consumers with problem teeth and give them a reason to purchase.
Across Europe, a mix of appointment-to-view television programming on digital channels was sponsored with integrated digital direct response, social media paid advertising, social media community activation programmes, PPC and digital innovations such as Zeebox in the UK, and being one of the primary brands to use the new Twitter Card lead generation functionality.
The Invisalign Smile campaign had a significant impact including driving prompted brand awareness for Invisalign and achieving 30% growth for Invisalign lnfo Kit downloads and Find an Invisalign Provider searches. The social media community grew a phenomenal 140% (2.5X) year on year and the consumer campaign helped to impact our total business objective by increasing Invisalign case submissions.
Judges’ comments
The beauty of this campaign is its demonstration of what could be achieved outside standard pharma practice. It was a paradigm in terms of its integration of carefully chosen, appropriate channels and had digital at its heart. It’s also very in-sync with where the industry is going to have to go in terms of the breadth and connectivity of different communications channels.
