The Oral-B iO is a new entrant into the high-tech toothbrush market.
The product is a state-of-the-art toothbrush with all the added features you would expect from a luxury item. Apart from its high-tech design the toothbrush features many innovative components such as intelligent pressure sensors and an AI tracking app which lets you know how well your teeth have been brushed.
Priced at $750, our challenge was to develop an influencer strategy to promote the high-end product into the Australian Chinese consumer market.
We adopted an effective and intuitive campaign, utilising key social influencers within the Chinese community spearheading a media relations approach that has delivered significant exposure to the new product in this market.
The Australian Chinese community represents a significant value market for many products from day-to-day necessities to luxury brands. Demonstrating an ability to understand cultural reference points, the importance of influences, and features that would resonate with this target market, Cultural Perspectives delivered a highly successful campaign in which we succeeded all identified performance measures.
