Marketing Campaign Concept
The concept of a marketing campaign for Oral-B electric brushes is to expand the number of buyers by reaching people interested in innovative technologies that can improve their daily life. The product will be presented as innovative rather than health supportive. The target audience contains middle or higher-economic class’ adults aged 24-40, who have families and are aware of the latest technological progress outcomes. The campaign’s goal is to increase the newest device’s sales from the oralb.com website by 15% by the end of the first quarter of 2021.
The strategy applied for the campaign is mostly related to communication via the internet. The website’s leads will be generated via the Google and Facebook targeted advertisement, online contests, YouTube influencers’ reviews of brushes, and video promotions on Oral-B’s official social media accounts. The campaign’s promotional mix includes online advertising as digital marketing, a direct approach through bloggers’ reviews, and sales promotion as the contest on Instagram/TikTok, where the winner gets the newest Oral-B iO toothbrush. This promotional mix is compelling because it is based on platforms the target audience uses the most and highlights Oral-B’s electric devices’ innovative advantage.
Current Status
The global implication for marketing Oral-B electric toothbrushes is the better oral care habits development and the increase in technologies related to health and lifestyle. The selling device detects the quality of brushing and teeth conditions, and these features are desirable for any person interested in innovations (Peters, 2019). The strategy’s implication is the effectiveness of particular approaches as it might be profitable to sell via targeted advertising while inefficient to create online contests. Global factors of the chosen marketing environment are the tendency to buy through websites rather than in physical stores and the increase in popularity of relying on YouTube/Instagram/TikTok influencers’ opinions about products. The current online marketing environment is favorable to selling devices like Oral-B electric toothbrushes.
Reference
Peters, J. (2019). Oral-B’s new $220 toothbrush has AI to tell you when you’re brushing poorly. The Verge. Web.