Oral-B Mass Precision

08 June 2021 - Tuesday
Their Story

Oral-B, one of the world's largest oral care brands within Procter & Gamble, wanted to introduce premium segment products to consumers by introducing the distinctive features of the products in its portfolio.
Their Goal
Considering that most of the awareness and sales rate came from the entry segment product portfolio, Oral-B wanted to introduce its premium products to consumers and compare them with the entry segment products. The brand which want to test its hypothesis, asked users via Instagram Polling Ads, "Which feature of Oral-B Genius X do you like more?". Offering two options, Technology and Design, the brand discovered par results with 49% and 51%, and found that it could not catch the attention of consumers with creatives that emphasize a single feature. After, it aimed to create a campaign for the digital consumer with low attention span, where they highlight different features in different micro segments.
Our Solution

Our creative team created different creatives for each field in the project, which consists of 3 main segments where Oral-B wants to progress with different and diverse creatives: Technology Lovers, Those Who Care About Healthy Life, Design and Art Lovers.

Progressed on Facebook and Google with Ad Sequence - VAS setup. On the other hand, a story was created where the videos were shown to the users sequentially. Master copies were aimed with contextual segments. While reaching people about programmatic publications, publications were supported with sales-oriented models such as CPAS, Conversion and Search DSA.
Design Seeker
Awareness
Design Seeker
Awareness
Design Seeker
Awareness
Design Seeker
Conversion
 
Health Enthusiast
Conversion
Health Enthusiast
Conversion
 
Tech Lovers
Awareness
Tech Lovers
Conversion
Tech Lovers
Pressure & Coverage
Tech Lovers
Timer & Real Time Feedback
Their Success

With WellCrea's creative solution, Oral-B made a hit with consumers with the right message and targeting and showed the following performance.
Social Media
%153
VCR
%12
VCR
Programmatic
%37
VCR