The Invisalign brand had two big challenges: new, cheaper competitors were entering the clear aligner space, and parents still opted for braces. Under the idea “Invis is” we were able to overcome both challenges by crafting ideas that spoke to Invisalign’s superior quality. We launched with “Invis is not your parents’ braces” in broadcast, targeting moms who remember all the pain of wearing braces. In online and social we spoke directly to teens with the line “Invis is everything braces isn’t.” We used trending TikTok audio to tell our brand’s story in a fun and relevant way.
In year two we shifted to an influencer strategy. With the line “invis is drama free” and musician-influencer Jayden Bartels, we told the tragic stories of teens stuck with braces. We then extended further into the social space, with our influencer performing live on Instagram and TikTok turning audience comments and questions into songs.
The result? Well, Smile Direct Club — Invisalign’s biggest competitor — went belly up.
The result? Well, Smile Direct Club — Invisalign’s biggest competitor — went belly up.