Pepsodent partnered with AnyMind Group and POKKT to launch a mobile-first campaign during Ramadan, featuring an AR gamification filter that visualized "Ngilu" (tooth pain) moments. Using facial detection tech, users virtually consumed festive foods and experienced humorous, relatable pain reactions. The brand deployed dynamic creative optimization (DCO) to tailor ads based on viewing time and audience segment. Pepsodent also promoted shareable before-and-after product visuals. The campaign drove high engagement, significantly improved digital awareness, and boosted dental recommendations and product sellout, outperforming targets across media platforms.
During Ramadan, special Iftar dishes, known as Takjil, are eagerly anticipated. These sweet and cold treats, however, are main triggers for sensitive teeth. After fasting all day, consumers crave these festive foods but may avoid them or eat with less joy due to the fear of sensitivity pain or missing out on fully experiencing the festive moments.
Pepsodent's challenge was to create unmissable, engaging visuals that highlight the benefits of Pepsodent Sensitive Mineral Expert (SME), persuading consumers with a relevant and compelling initial setup. By showcasing how its product can protect against sensitivity, the brand aimed to ensure that everyone can enjoy the long-awaited festive foods and beverages without pain.
As this is the first year SME tapped into Ramadan, Pepsodent wanted to leverage innovative mobile technology and a culturally relevant insight, so that the campaign could create a unique and engaging user experience that drove brand awareness, consideration, and ultimately, product adoption. The brand partnered with AnyMind Group to introduce an exciting AR gamification filter, highlighting "The Uncontrollable Ngilu" moments during Ramadan meals. Pepsodent' strategy implemented dynamic creative optimization (DCO) time targeting, customizing creatives based on when the audience received the ads. Additionally, the brand created engaging and shareable before-and-after images of its product's effectiveness. These innovations enhanced user interaction and visibility, improving upon previous efforts.
SME primarily targeted sensitive teeth sufferers, aged more than 30 years old. They like hot and cold foods, but feel sensitive pain when they eat that prevents them from enjoying the moment freely. Sensitive teeth sufferers also impacted expecting moms, aged 25 to 44 years old, as they commonly experience tooth pain as a result of hormonal changes that occur during pregnancy. Lastly, the brand targeted foodies characterized by their genuine explorations of diverse culinary experiences and their highly active social media engagement.
Pepsodent's creative and media strategies seamlessly integrated to reach its specific audience. Utilizing DCO time targeting, the brand delivered customized creatives ensuring varied content based on ad viewing times. By leveraging an AR filter, Pepsodent captured uncontrollable Ngilu moments, strategically maximizing impressions just before Iftar. This was ideal for sensitive teeth sufferers over 30, expectant moms aged 25 to 44 experiencing tooth pain, and foodies. Partnering with AnyMind Group, Pepsodent introduced an engaging AR gamification filter and shareable before-and-after images, highlighting its product's effectiveness during Ramadan meals, thus enhancing user interaction and visibility.
Pepsodent's idea was carefully crafted to reach the target audience of SMEs who suffer from sensitive teeth. By partnering with POKKT, the brand introduced an exciting AR gamification filter that highlighted "The Uncontrollable Ngilu" moments during Ramadan meals.
For execution, Pepsodent utilized face/mouth detection technology, allowing users to virtually eat their favorite Ramadan dishes. Upon consumption, a filter was applied to showcase tooth pain. The brand also utilized DCO time targeting and customized creatives based on when the audience received the ads. The SME was then introduced to demonstrate how one can enjoy delicious meals without worrying about sensitive teeth. Pepsodent used engaging, shareable before-and-after images of its product's effectiveness to enhance user interaction and visibility. This creative implementation delivered promising results, particularly in engagement metrics, where the brand surpassed its benchmarks.
The campaign's brilliance was inspired by its deep understanding of its target audience — Muslim consumers experiencing teeth sensitivity during Ramadan. By tapping into the relatable cultural insight of "The Uncontrollable Ngilu" — the spontaneous facial expressions caused by sensitivity — the campaign sparked an immediate connection. This understanding was brought to life through a creative and engaging AR filter that allowed users to experience and share these expressions, turning a common pain point into a source of humor and engagement.
The campaign's strategic use of mobile facial detection technology extended beyond the AR filter. Dynamic creative optimization (DCO) ensured ad relevance by tailoring creatives based on user demographics and time of day, maximizing impact during key moments leading up to iftar, when sensitivity is most likely to occur. This personalization, combined with a seamless user journey from awareness to engagement, resulted in high engagement rates, increased brand awareness and consideration, and ultimately, drove product adoption.
Pepsodent was struggling to gain traction in the highly competitive dental care industry, with low awareness among consumers and limited distribution channels. Additionally, there were challenges in building trust with dentists and gaining their recommendation for the brand's products. The brand's effort aimed to address these challenges head-on and drive significant growth for the brand/client in the marketplace.
The campaign was a resounding success, achieving its objectives and goals with impressive results:
Media metrics also demonstrated the campaign's effectiveness:
By leveraging innovative technologies such as AR filters and DCO time targeting, the brand was able to reach its target audience more effectively and efficiently. The success of the campaign also helped build trust with dentists and increase recommendations for the brand's products, paving the way for future growth in the dental care industry. Overall, the campaign was a game-changer for the brand, delivering impressive results and setting the stage for continued success in the future.
