3M makes coloured braces cool again with digital marketing campaign aimed at Gen Z patients
NewsPosted by: Dental Design 15th March 2023
3M, an industry-leading oral care products provider, has launched an award-winning digital marketing campaign to help orthodontists attract Gen Z patients by re-creating a trend for colourful elastics used with APC Flash Free braces.
The ‘Colours that make you smile’ campaign is intended to provide orthodontists with pre-prepared marketing materials and information to help them reach this target audience. Materials include a downloadable social media toolkit, paid media templates, Instagram reels and other patient-focused communications including posters, advertisements, banners, video for patient waiting rooms, and pocket brochures for patients to take away from their orthodontist after an appointment.
The pre-developed digital marketing materials and social media pack allow for a cohesive and uncomplicated implementation for practitioners. 3M oral care also rolled out a trade show programme to provide in-person training sessions for orthodontists looking for demonstrations on how to use the promotional incentives.
To date, the campaign has achieved a total of 3 million online impressions, 25,000 clicks on Facebook, and 336,000 impressions on LinkedIn, and the social media toolkit for orthodontists has been downloaded over 1,000 times. The campaign team also won the prestigious ‘Marketing Campaign of the Year’ award at the Dentistry Industry Awards 2022, highlighting its initial success and reach.
“Braces are an essential treatment for correcting dental problems, but they can be intimidating, especially for young people,” said Ezgi Demir, campaign leader and segment manager at 3M Health Care. “Our aim is to make wearing coloured braces fashionable again, so patients feel confident about getting braces and feel inspired to find colours that convey and enhance their style and personality. We have already been hugely successful in reshaping how the orthodontics industry and Gen Zs view braces, and we strive to reach many more practices to make the process of getting braces more fun and attractive to young people.”
