Increasing sales by 75% is enough to make us smile!
At Maxus USA, we know that sometimes the only thing more difficult than getting kids to bed on time is getting them to clean their teeth properly. Not any more, thanks to Arm & Hammer’s fun dental products for kids.
Research showed that kids are most engaged with a product when they can customize it. So Arm & Hammer’s Spinbrush My Way battery-powered toothbrush comes with 141 stickers so that kids can decorate their brush their way.
One year after it launched it was our job to ensure Spinbrush My Way maintained exposure. That was the easy bit. Making it happen on a limited media budget that paled in comparison to the competition, was another story. But rather than see this as an obstacle, we saw it as an invitation to come up with an innovative approach – because kids aren’t the only ones who like to be creative, you know.
Building on the truth that children love to express themselves through craft, we rolled out an original campaign via a whole host of online and offline channels, with personalisation at its heart. From peel and stick press ads and printable colouring pages to photo contests and online art and crafts games.
Results have been impressive to say the least. As well as increasing sales by 75%, Spinbrush My Way beat its two closest competitors, Colgate’s SpongeBob and Dora the Explorer products. Better still, it became the top seller among children’s electric toothbrushes, the only non-entertainment product to ever hold that spot. Giving us and the lovely folk at Arm & Hammer something to really grin about.
