ORAL-B Genius
When Oral-B introduced their new Genius electric toothbrush, it was a little bit like reintroducing the whole category…no one had ever seen a brush like this before. The bells and whistles looked cool, but consumers wanted to know how it all worked. So we went beyond the TV spot with a informational website, an interactive Kindle home screen experience, and plenty of online ads and social posts. Sales for the Genius broke Oral-B records and it became a “must have” in the personal electronics category.
First up, a comprehensive, mobile-first website chock full of information and demos.
Next we created an interactive Kindle Homepage. This was served up to Amazon customers who had recently searched for electric toothbrushes. Viewers could tap on different parts of the brush to activate animations and detail pages. At the end of the experience, one tap led them to our Amazon product page to close the sale.
Finally, we courted prospective buyers on Facebook and Instagram with beautiful brush shots and feature information.