Direct Campaign
SmileDirectClub
2021
Direct Campaign
Vs. Invisalign
As SmileDirectClub’s brand awareness rose, we transitioned from a disruptor to a challenger brand in aligner treatment. There are many smaller D2C teeth-straightening companies in the shadow of SmileDirectClub, but Invisalign still holds majority of the clear aligner market.
Let’s be DIRECT
We selected a spokesperson (DeeDee) to deliver our message. The concept was that DeeDee is always direct and always says what she’s feeling. We used her to spin our “attack campaign” into something light and playful, while staying on message.
Social strategy
DeeDee recorded a multitude of copy lines for sound-on social platforms. The primary message was cost savings vs. Invisalign, but we also targeted the beauty, health, and teen markets. The broadcast commercial was filmed on a branded set, but we felt that would look stale on social media. To make DeeDee feel more candid, we shot her in a behind-the-scenes setting.