The latest Pearl Drops launch challenged consumers to go beyond whitening, and we directly targeted the major magazine publishing houses including Hearst and Blue Fin, accosting all and sundry on their way into work with the #gobeyond message, giving out tube card holders, one of which contained the golden ticket to win a chauffeur driven car to #gobeyond the normal working day.
Press releases were delivered as expert dentist video, patient case studies and product information, in hand tooled boxes, helping the launch stand out from the crowd and providing great online assets.
150 pieces of coverage and a reach of 50 million people later we achieved a 200% ROI on spend for this iconic brand, over 12 months.
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