With consumers spending millions of dollars on teeth whitening products each year, BriteSmile wanted to break through the cluttered marketplace and capitalize on a new study which found that teeth whitening was no longer just cosmetic. Based on research which found that the blue light used during the BriteSmile process actually improved oral health, in addition to whitening teeth in one hour, Coyne was charged with generating awareness of the health benefits associated with BriteSmile usage. In addition, the agency was tasked with driving nationwide consumer media coverage for the brand and highlighting new spa openings to introduce BriteSmile into glistening new markets.
The team knew in order to educate the media on the multiple benefits of BriteSmile they needed to experience the process first hand. Coyne PR conducted a national media sampling tour by providing complimentary treatments in the sleek luxury spas around the country. The agency also launched a national media outreach campaign to introduce the brand, which included a creative mailer and holiday gift guide distributed to a targeted group of media outlets.
Over 50 editors and reporters from a variety of high profile media outlets – including Ladies Home Journal, Modern Bride, Parenting, Vogue, Life & Style, Remedy, LA Times Magazine, Boston Herald and NBC’s “Today in New York” – received a brighter, healthier smile in one hour at the state-of-the-art BriteSmile spas. As a result, the campaign garnered more than 41 million consumer media impressions over a six-month period, with more than 140 stories – an average of more than five articles per week.