edel+white is a Swiss brand of oral care offering a wide range of products in distinctive designs. To make the brand stand out, Berta&Agency developed a distinctive visual solution accompanied by the message “edel+white for every smile!”.

The brand awareness and sales promotion campaign was implemented in September.

Objective

• Creative idea.
• Media planning.
• Implementation of the creative idea.
• Communication goals:
  • Increasing the brand awareness.
  • Strengthening the brand image, by emphasising its reliability and quality.
  • Portraying edel+white as one of the best ways to invest in high-quality oral care.
  • Long term goal: Make it a “top of mind” and “top choice” brand.
• Business goal: Boost sales.

Results

• The face of the brand was created over a one-month campaign, which involved working brand ambassadors (influencers) and emphasising the campaign messages: “edel+white for every smile! Swiss quality. Reliable and recommended.”
• OOH and GDN campaigns were implemented to generate brand recognition and conversions.
• The communication emphasised the brand’s reliability, quality, wide range and unique design.
• Because edel+white products are good for every smile, different influencers from a range groups, who were able to present different products, were chosen with the view to reaching the brand’s wide target audience. They included: Marija Grabštaitė, who wears dental braces; Ieva Mackevičienė, who provides communication to families; and Edvinas Šeškus, a basketball player and proponent of an active lifestyle.
• The presentations of edel+white underscored the importance of maintaining a correct and responsible oral care and braces care routine, as well as explaining the reasons for this and presenting the available products, their benefits and why they should be used.
• The posts reached 81,560 people, and the series of stories reached 46.5 thousand Instagram users.
• The GDN ad generated 3,105,497 displays and almost 6,000 clicks.
• Outdoor ads were displayed a total of 67,830 times on JCDecaux’s City Traffic network, where the passing traffic numbered about 2.5 million cars.

Interesting facts

81,560
Instagram users reached

46,000
Instagram users reached via Stories

3,105,497
Content displays generated on GDN

~6,000
Clicks on GDN