Challenge: Increase awareness and online visibility for new line of GUM® children’s toothbrushes
Sunstar GUM® partnered with Schneider Associates (SA) to launch a digital media relations campaign to educate its core audience of parents with young children about a new line of licensed toothbrushes, raise brand awareness and product consideration in conjunction with National Tooth Fairy Day.
SA outlines the following objectives for the campaign:
- Leverage National Tooth Fairy Day to engage parents and the media in a dialogue about oral health through a consumer research survey.
- Generate regional and top tier media attention featuring the survey data and position Sunstar GUM® as a top oral hygiene company in the U.S.
- Educate parents with young children about the importance of proper oral health care through the development of fun, creative and educational content that included specific calls-to-action.
- Influence product consideration in stores and online.
Our Approach: Conduct marketing research to develop media relations and awareness strategy
SA conducted market research to identify National Tooth Fairy Day (February 28) as a key moment in time to conduct an online survey with parents of children between the ages of five and 12. SA developed and distributed a survey in Sunstar GUM®’s key U. S. markets, including Boston, New York, Dallas/Houston, Chicago and Los Angeles.
The survey revealed how parents in different regions of the country reward their kids for good oral health care.
Using the analyzed data, SA pitched national and local print, online and broadcast media outlets prior to National Tooth Fairy Day to secure first mover media attention for the survey findings
Results: SA Generated 218 Million Media Impressions for GUM® Toothbrushes
SA secured 30 placements in outlets such as New York Daily News, The Daily Mail, and Yahoo! Parenting, generating more than 218 million media impressions in just one month.
Learn more about our launch services here.