Project Category
Invisalign
We navigated the unique challenge of creating authentic content for a Class II medically regulated device that requires buy-in from three distinct audiences: Moms, Teens, and Orthodontists.
62.4%
Reduction in CPM
12M+
Impressions
WORK
Strategy, Influencer Marketing, Landing Page, Social Media Content
INDUSTRY
Medical, Dental
TALENT
10
REGULATORY
Teen advertising, Class II Medical Device, and FTC.
CHALLENGE
The Fortune 500 brand wanted to reach teens (minors) and their moms independently to initiate conversations with their orthodontists about Invisalign. Appealing to these vastly different audiences in a genuine way without coming across as a plain ad dovetailed strategy & tactics.
SOLUTION
We created a detailed program strategy incorporating both top-of-funnel and bottom-of-funnel CTAs, to offer young influencers Invisalign treatment through qualified Orthodontists, documenting their journey and the results - while maintaining HIPAA + FTC compliance.
RESULTS
We enlisted some of our favorite influencers, such as popular YouTubers What's Inside and Funk Bros, who created relatable, engaging, and informational content about Invisalign® garnering over 3+ million views and numerous signups for Invisalign’s smile quiz.
What were the results?
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Invisalign gains impactful UGC, penetration into new markets, and amplified lead generation
Teaming up with Sulfur not only drove short-term lead gen to their smile quiz, but also transformed Invisalign’s overall growth strategy, utilizing UGC on creator channels and their own channels. Here's a snapshot of the results we've helped them drive so far:
2x
More Impressions than other campaigns
8
No. of Creators
+14%
Audience Diversification (e.g. Reach to Soccer)
138%
Increase in leads