PARTNERSHIPS + ACTIVATIONS
CASE STUDY
BRUSHBUDDIES
JUSTIN BIEBER SINGING TOOTHBRUSH
COMMERCIAL
COURTESY OF BRUSHBUDDIES
THE CHALLENGE
The challenge was to creatively amplify the BrushBuddies Justin Bieber Singing Toothbrush, departing from their usual product launch approach. We aimed to generate PR buzz and excitement around the brand's partnership with Justin Bieber. To achieve this, we devised an innovative sponsorship and experiential marketing campaign during Oscars Week. Held at the exclusive SNA Legacy Lounge in The Redbury Hollywood Hotel, our event featured an imaginative exhibition, educating celebrities, influencers, and media about the brand and its products.
SNA curated a unique experience for BrushBuddies, enabling them to create compelling content for our communications strategy. Through visual storytelling, we effectively spread awareness of the BrushBuddies musical world of singing toothbrushes.
109M+
MEDIA IMPRESSIONS
47+
MEDIA PLACEMENTS
73M+
EARNED SOCIAL MEDIA IMPRESSIONS
THE SOLUTION
We approached the launch of the BrushBuddies Justin Bieber Singing Toothbrush with a fun and innovative strategy. Instead of the traditional route, we created a partnership and activation during the Oscars Week pre-celebration, catering to a young Hollywood audience.
A captivating exhibit was curated for BrushBuddies, complemented by a Talent and Influencer Marketing strategy, and supported by a comprehensive Communications strategy. This dynamic approach generated excitement and buzz not only among their traditional audience (parents, kids, teens, and health product owners) but also among a new sector of consumers who might not have been familiar with BrushBuddies.
The exhibition proudly showcased various BrushBuddies Justin Bieber singing toothbrushes, catching the attention of notable actors, including BooBoo Stewart (Disney's Descendants), Dove Cameron (Disney's Descendants), Fivel Stewart (The Recruit), Sarah Drew (Grey's Anatomy), MyAnna Buring (The Witcher), Simon Quarterman (Westworld), and many others.
BRUSHBUDDIES JUSTIN BIEBER SINGING TOOTHBRUSH
CHUEY MARTINEZ AT THE SNA LEGACY LOUNGE
PRE-OSCARS WEEK 2012
COURTESY OF CHUEYTV
THE IMPACT
The Impact: BrushBuddies Justin Bieber Singing Toothbrushes reinvented their approach, effectively reaching both their core customers and a new audience segment. They showcased brand differentiation with an exclusive feature in a trade outlet and partnership + activation announcement across email blast, website, and social channels. Moreover, the brand engaged with A-list actors, influencers, and top-tier media present at the event, resulting in valuable content creation, media placement, and social media opportunities.
