Work

To help Aquafresh generate awareness and drive trial for White Trays, a pre-filled, disposable whitening treatment, Brunner led the strategic effort and drove the integrated delivery of partner services to leverage existing conversations in social media. Specifically, we surveyed a host of blogs and forums ranging in topics - dental care, health, beauty, dating, etc. We then selected just those blogs and forums where teeth whitening conversations were prevalent. In these forums, we engaged participants, asking them about their experiences with teeth whitening products and introducing White Trays only when appropriate. When product introductions were made, a link to the Aquafresh White Trays microsite was provided along with a special offer. Brunner’s social media outreach accessed more than 500 blogs and forums generating over 500,000 impressions. In the end, 69,000 registrants to the Aquafresh White Trays CRM program were tied back to our social media efforts during the spring of 2007.