Invisalign's TikTok campaign, which leveraged the platform's star Charli D'Amelio, saw a 25% jump in sales among teenagers.
The dental care brand, which specializes in a more subtle alternative to straight teeth, discovered that most teenagers are receptive to using something other than the traditional metal braces. According to chief marketing officer Raj Pudipeddi, "In a gentle way, we have pointed out that Invisalign is everything they wanted because it can help them live their lives uninterrupted." In an effort to make the alternatives more accessible and mainstream, the brand tapped D'Amelio, along with fellow teenaged influencers Marsai Martin and China McClain. In the ads, the teen stars give honest reviews of their experiences with Invisalign, boasting it as a solution to the more visible metal braces most teens get from their orthodontist.
Alternative Dental Care Campaigns
Invisalign's TikTok Campaign Leveraged Teen Influencers
Trend Themes
1. Teen Influencer Campaigns - Brands can leverage the power of teen influencers to increase sales among young target audiences.
2. Alternative Dental Care - There is a growing demand for alternative dental care options, particularly among teenagers who prioritize subtlety and convenience.
3. Social Media Marketing - Social media platforms such as TikTok offer an effective and engaging platform for promoting dental care brands and products.
Industry Implications
1. Dental Care Industry - Dental care brands can explore alternative options to traditional braces and leverage social media to market them effectively.
2. Influencer Marketing Industry - Influencer marketing agencies can collaborate with dental care brands to tap into the large and receptive teen market.
3. Social Media Industry - Social media companies can develop and market specialized features to cater to the unique needs of dental care brands and their target audiences.