Philips showed true vision in seeing beyond the category or product and peering deeper into their audience to find out what makes them smile.  

Challenge 

Our new Sonicare Prestige 9900 deserved an exceptional launch on social to rival the market leader. We needed to land a human connection with our audience. We needed to sell smiles.

Strategy 

Our audience (25+ adults) don’t stop for the usual toothbrush ads. Clinical ads featuring pearly whites are one more thing to feel insecure about. The Sonicare Prestige 9900 reaches deep and that’s what we needed to do too. Philips wanted to encourage their audience to  explore the emotions related to our smiles. Unmask Your Smile. 

Implementation  

We curated four diverse creators who emanated positivity despite societal pressures to conform to traditional beauty ideals. We showcased a non-binary identity activist, a body positivity pioneer, an acne proud ‘skinfluencer’ and a mental health and self love protestor. They told us what makes them smile and it was definitely contagious… 

Results 

12.3M People Reached

14M Impressions

3.8k Click Throughs

817k Engagements

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