The British Society of Periodontology (BSP) – the examine of the tissues and constructions across the enamel – approached Ogilvy Healthworld in late-2015 to ask for help in its drive to extend public consciousness of the hazard of gum illness.
To create a easy, enjoyable method of creating individuals take note of the well being of their gums, Ogilvy Healthworld led a marketing campaign with the tagline “Don’t let gum illness wipe the smile off your face”, centred on two movies created for social media (one proven beneath). They parodied shampoo and cosmetics commercials, with the mannequin in every video (one male, one feminine) showing engaging, earlier than they smile, revealing injury brought on by gum illness. Different movies and posts with recommendation round numerous gum-health subjects have been additionally created.
The company additionally distributed 100,000 ‘mouth playing cards’ – which individuals may use to make it seem that they’d diseased gums – in bars, occasions and dental practices throughout the UK. Folks have been inspired to take a “mouthie” – 400 have been shared throughout Twitter, Fb and Instagram with the hashtag #howsyoursmile.
The marketing campaign was launched on 12 Could 2016 and social exercise ran till the top of August.
Ogilvy Healthworld says that 4.3m individuals noticed the marketing campaign throughout Fb and Twitter, with the Fb movies reaching 2.5m by unpaid distribution. The variety of individuals ‘liking’ the BSP Fb web page elevated from 3,000 to greater than 9,000, with BSP president Philip Ower telling PRWeek that the society was “delighted with the attain we achieved”.