Signal: The Adventures of Little Brush and Big Brush

 
Campaign Summary

Signal wanted to get families around the world to brush their teeth twice a day. It developed a Messenger bot where kids and their parents could watch The Adventures of Little Brush and Big Brush. It turned brushing into an activity that kids would be entranced by through an engaging story, and to continue the story, they had to perform brushing challenges.

Strategy

Objective and Context:

Signal’s social mission was to get families around the world to brush their teeth twice a day. Research showed that most families were still only brushing once a day. The brand wanted to focus on the audience that it could affect the most change with: kids. It wanted to drive behavior change that would be sustained throughout their lives. Signal also wanted kids to set an example for their parents and get them to adopt healthy oral care habits as well.

Target Audience:

The target audience was families with children, particularly in developing countries.

Creative Strategy:

Signal turned to existing social platforms like Facebook because its audience was already active there. However, using standard paid posts would be too costly for the frequency necessary to drive the change the brand was looking to make. Then, a new platform launched that met all of Signal’s criteria: Facebook Messenger.

  • It allowed the brand to sequence videos over a sustained period to prompt lasting behavioral change.
  • It was automated and allowed families to personalize their experiences. Additionally, people could join whenever they wanted to.
  • It could be taken into the bathroom.
  • Most importantly, it was something people already used.

The idea was to create a Messenger bot that showed video episodes and had an SMS experience that played audio episodes. There would be no app for parents to download. They could join for free simply by sending Signal a message saying ˜Hello.”

Execution

Overall Campaign Execution:

Signal wanted to turn brushing into an activity that kids would be entranced by through an engaging story, and to continue the story, they would have to perform brushing challenges. The brand created The Adventures of Little Brush and Big Brush, an episodic adventure that started with a child, Little Brush, and its parent, Big Brush, unwittingly falling down the back of the family couch and landing in the Serengeti. Brushing was fundamental to the narrative to drive behavior change. To progress, kids and parents had to perform brushing challenges issued by each character.

To ensure the project would resonate with young kids, Signal worked with the animation studio behind the hit BBC show Hey Duggee as well as a team of child behaviorists.

Mobile Execution:

Campaign execution was 100 percent mobile.

Results (including context, evaluation, and market impact)

Although the “Little Brush, Big Brush” program had just begun, the numbers were very promising. The average session duration was four minutes for feature phone episodes, which meant that users were playing the episodes and performing the brushing exercises in their entirety. Signal had over 300,000 registered users for the messenger program across both mobile and feature phone. So far, these users have played 240,600 episodes across the two versions. Ten percent of registered users completed the entire program.

In initial research into people who had completed the 21-episode program, Signal saw a significant uplift in sustained twice-a-day brushing behavior. There was also an uplift in brand affinity towards Pepsodent (the Signal brand in Indonesia).


Categories: | Industries: | Objectives: Marketing within a Mobile Gaming Environment | Awards: Finalist