This campaign aims to promote Philips Sonicare electric toothbrushes by creating online buzz through engaging audiences through an interactive and interesting campaign.
The market size of Sonicare electric toothbrushes is not big, as people do not know the benefits that an electric toothbrush can bring them and how Sonicare is better than other electric toothbrushes.
To tackle these problems, a campaign which provide a novel and intimate experience to target audience is suggested. The campaign should allow participants to feel what Philips Sonicare is capable of.
In this campaign, participants take part in a competition to clean up a set of teeth. They need to try their best to move their mouse in order to eliminate the bacteria. After 30 seconds, the number of movement will be recorded. There is a leaderboard to record participants’ performances. Then, participants can invite friends to join this campaign and share this campaign on Facebook.
The campaign contains several phases. When a phase is done, the top 3 participants in the leaderboard will receive a Sonicare electric toothbrush as a prize. And those who invite most friends to join the campaign, will receive an electric toothbrush too.
Moreover, within the campaign, 2 pages of products description are included, which contain in-depth specification of the diamond back and Sonicare white.
Within 3 weeks, more than 3500 submissions are received and the no. of sharing is high.