Canines for K9s
For April Fools’ Day 2019, SmileDirectClub launched— not one— but three new products: Canine Aligners, Flavored Aligners and Bluetooth Aligners. We created one holistic campaign that included unique landing pages, thematic paid digital content, organic social, radio ads, and PR. Plus, we even got some influencers to join in. And the whole thing got a whole bunch of people wondering just what is SmileDirectClub?
I specifically executed against Canine Aligners, leveraging shelter portraits by New York photographer Sophie Gamand to develop our assets. And when it was all said and done, we donated $10K to Animal Haven shelter in New York.
Check out the executions below, and click-through to read about us on USA Today, Washington Post, Mashable, Daily Mail, MarketWatch, Elite Daily, MediaPost, PR Week, and more. Plus, we hacked the Pinterest platform, being first to market with an ad buy takeover. Pinterest includes this in their “Best of Creative” round-up for the year. All of this led to over 1 million earned media impressions.
Associate Creative Director: Sam Fitzgerald, Mackenzie (Nielson) Fitzgerald
Designer: Zach Halfhill
Illustrator: Cymone Wilder
Editor: Gage Lozano
3 GRAND GRINNOVATIONS
Check out the case study video, or keep scrolling to see Canine aligners, specifically.
HEAR WHAT ALL THE BARK IS ABOUT.
We launched our faux product across Spotify, Pandora and the Ryan Seacrest show (if he’s good enough for the Kardashians, he’s good enough for me). But we didn’t stop there, we put a new spin on testimonials by serving up a set of bark-imonials, so our four-legged friends could share just how much they loved their new grins. Listen and watch below.
MADE WITH YOUR CANINE’S K9S IN MIND.
We worked with Pinterest to hack their search algorithm, creating a takeover within the pet category for one exciting day only. Users who landed anywhere within the pet content would be served pin after pin of SmileDirectClub canine aligner content. As an added bonus, we are chiseled into Pinterest 2019 best practice presentations they share as an example of best-in-class work.
ASK AN EXPERT.
We even got a couple of paid influencers in on the joke. We re-skinned our Impression Kit boxes, turning them into pup-pression kits, and we sent them to @albertsonwheels, @carlthesammy, and @pino.the.corgi who each created their own Instagram Stories content that swiped up to our landing page.
GIVE A DOG A GRIN.
The experience didn’t stop on social channels either. Each ad clicked through or swiped up to an exclusive landing page that dove even deeper into the new SmileTech we had “created.” And the lander experience culminated with an email capture letting fans know the jig was up.
WOOF. THAT WAS FUN.
We thanked our new and existing fans for playing along by putting that email capture to immediate use. We created a trigger email with an exclusive $100 off invisible aligners coupon code and a message about our donation to Animal Haven.