WiredCo. has launched an integrated brand campaign for UK mouthcare brand Waken.
The six-month campaign, extending across creative, media, social, earned media, and influencer marketing, aims to position the brand as a challenger to disrupt the dental care supermarket aisle.
WiredCo.’s managing partner David Kennedy said when people think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades, there's no way a new brand can compete if it just talks about efficacy.
"Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!," said Kennedy.
This gave WiredCo. the opportunity to create a campaign that talks to Waken's truth; it's so beautiful (and effective), you'd want to restyle your bathroom around it.
Founder of Waken Mouthcare, Simon Duffy, said WiredCo. confirmed its suspicions through the research.
"Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness," said Duffy.
"Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.”
By turning traditional perceptions of dental products being ugly as sin on its head, WiredCo. have created the opportunity to be disruptive and wake up Australians from their sleepwalking.
This light-hearted piece of hyperbole is an impact placement play and aims to create an entertaining launch moment focusing on the brand's aesthetic qualities, efficacy and sustainability.
Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. made the conscious choice not to use Meta for this campaign but rather Pinterest and TikTok.
“An ongoing reliance on Meta may work for some brands but if we put our trust in all the data we have available to us as marketers, it’s clear there are more effective ways to reach certain audiences," said Kennedy.
"We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life.”
The campaign also includes an always-on approach to earned media, along with significant native-content driven influencer marketing; led by brand partnerships with Angie Kent and Cherie Barber.
Credits:
Client: Waken Mouthcare
Founder Waken Mouthcare: Simon Duffy
MBE Client lead: Donna Oakley-Davies
Creative & strategy: David Kennedy, WiredCo.
Earned media strategy: Michelle Hampton, WiredCo.
Paid strategy: Ashley Byers, WiredCo.
Social media: Sophie Christie
Pinterest media: Hannah Cairns
Design: Bella Baker
Paid offline media: Audience Precision
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