Case Studies

Dentyne Smile

#DentyneSmile by Ogilvy PR and Plato Communications was an outstanding bespoke mix of creativity, social media execution and influencer engagement. MediaUpdate website said this campaign showed “the magic” that happens when influencers are used properly and it exceeded KPI’s in every area while driving Dentyne brand awareness among younger females.

The unique feel-good ‘girl power’ competition concept gave entrants the opportunity to win a professional CV video selling themselves and a one-on-one meeting with Minnie Dlamini for career guidance. The competition was cleverly promoted in myriad ways which contributed to an impressive 55,000 competition entries and 7.5m Facebook impressions.

The PR creative team, working off #DentyneSmile, developed an insight around the role a smile can play in a woman’s life and career. Ambitious South African women were potentially defaulting to the ‘power look’ - a more serious face – when in fact it’s a smile that helps people to connect positively in every aspect of their lives. In business, with friends and with families, the real power of a smile is endless.

The result was a unique competition aimed at incentivising young women to harness the power of their smile by winning a 30-second personalised video promotion. This video would have advertising spend behind it and would promote themselves or their business. An added reward was an opportunity to meet Dentyne spokesperson Minnie Dlamini to chat about career advancement, as well as winning a range of other “tools” to kick start their professional dreams.

The complete prize elements were:
- 1 x 30 second personalized digital video advertising campaign
- Dentyne hamper
- a copy of the book Girl Boss
- clothing voucher R6 500
- Sorbet voucher
- Apple iPad 4 Mini Notebook
- one-on-one mentor meeting with Minnie Dlamini.

“#DentyneSmile really hit the mark for us. The competition concept was unique, engaging and right for both the brand and the market. Its promotion and amplification took us well beyond our target for entries and enhanced our brand’s perception. What I personally really loved is how we illustrated the power of a smile and how we showcased how a women’s smile can open up doors for her (with the help of Dentyne of course!)” - Andrea Cloete, Senior Category Manager on Dentyne.

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