Sensodyne partnered with influencers to promote the launch of their new Clinical White product, aiming to establish credibility in the teeth whitening market through compelling, real-world testimonials and relatable content.
The campaign aimed to amplify the launch of Sensodyne Clinical White and increase relevance with emerging audiences through innovative partnerships beyond traditional dentist endorsements. Collectively partnered with 23 creators from beauty, lifestyle, and expert backgrounds to achieve these goals. The content highlighted personalized whitening and sensitivity experiences, from morning rituals to expert beauty insights.
We also leveraged Marianna Hewitt (1.1M IG followers), co-founder of Summer Fridays, to serve as an earned voice at the launch event and conduct press interviews to introduce Clinical White to new audiences and break through the beauty landscape.
This diverse influencer content was designed to resonate with a broad audience, extending Sensodyne's reach and building credibility in the teeth whitening market. By leveraging non-endemic partnerships, the campaign showcased Clinical White's effectiveness and Sensodyne's commitment to dental health, creating a deeper connection with consumers.
The campaign exceeded expectations, generating over 670,000 impressions and achieving an engagement rate of 6.57%, which was 31% above the benchmark. Creator content sparked relevant conversations, with a comment relevancy rate 2.5 times higher than usual. These results effectively boosted awareness of Sensodyne Clinical White and strengthened the brand's position in the teeth whitening market.
