AI Tool, Software Feature
YouTube
We navigated the unique challenge of creating authentic content to highlight a new AI feature, specific to YouTube Shorts. This meant a highly curated selection of creators already on YouTube Shorts, with cross-channel reach. With Sulfur running point on all things talent related, it was imperative for us to convey how to use the tool and its benefits in a simple, yet engaging way. Finally, we had to ensure technical checks were aligned with YouTube’s product team. All this with the goal to drive usage of the AI Dream Screen feature up.
197%
Increase in Use
30+
Creators
WORK
Strategy, Influencer Marketing, Landing Page, Social Media Content
INDUSTRY
Platform, Social, AI
TALENT
30+
TIMELINE
4 months
REGULATORY
Creator NIL 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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YouTube Shorts new AI feature gained large increase in usage
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
Wanna Chat?
hey@thesulfurgroup.com
Los Angeles, CA