Smile Power Brand Awareness Program
Increasing Brand Awareness with Authentic and Emotional Experiences
My Role
Client Management: As the program manager for Delta Dental of Washington’s Smile Power Program I served as the go-to contact for the clients, presenting the plans, pitching new ideas, and keeping them updated with regular communications.
Strategic Planning: I managed the annual planning for the Smile Power program, identifying roadblocks from previous programs and identifying possible solutions and program changes for the future. Some of these recommendations include leveraging more grassroots marketing outreach and using OTT advertising.
Project Management: I organized and produced the Smile Power program which included five (5) multi-day experiential tours from initial promotion and Smile Maker outreach to budget reconciliation at the conclusion of the program. I managed a team of three (3) people among key areas including event production, media, and social media, and I worked closely with a video production partner and photographer to capture and develop assets that would be leveraged for promotional opportunities.
Story Selection: I was not only responsible for generating leads for “Smile Makers,” but also for selecting the final stories we would highlight on the tour. Each story was selected for its media appeal, telegenic opportunity, and connection with the “Smile Power” story.
Advertising: I planned the annual advertising campaign targeting key markets working with local radio, television, and newspaper partners to solicit nominations for the program and tell the Smile Power story. This included writing copy, working with creative partners to develop advertising assets, and managing a comprehensive advertising schedule to maximize impact.
Program
Delta Dental of Washington’s “Smile Power” program brought the dental insurance company’s national ad campaign to life in key local markets by celebrating the power of smiles. “Smile Power” asked residents in Washington to nominate a “Smile Maker” in their community – a person who made a difference through community service and brought smiles to others – who would be surprised and delighted by the Tooth Fairy and her friends.
The annual program targeted five key markets in Washington State with the goal of boosting local presence and brand awareness, while promoting good dental health practices and celebrating the power of a healthy smile. Each market would have a multi-day tour with surprise and delight events and activations, pitched to local media and shared on social media.
To achieve this, we started each year by promoting “Smile Maker” nominations in the target communities using paid advertising and grassroots marketing techniques; we leveraged “Smile Maker” story videos from previous tours and social media to help spread the word. I then vetted nominations, looking for compelling and authentic stories, reaching out to nominators to then plan a special surprise and gift for the “Smile Maker.” In addition to the “Smile Maker” surprises, I identified volunteer opportunities, free giveaway opportunities like “Free Coffee,” and local events we could participate in like having the Tooth Fairy throw out the first pitch at a local baseball game – all aimed at increasing brand awareness in the community.
I worked alongside my team to identify local media pitch opportunities to help spread the word and bring local media out to the surprise events, and helped to identify key social media moments throughout the tour.
Results
Over two years of the program, we hosted over 60 surprise and delight events in target communities, reaching and engaging with 3,000+ community members in-person and over 2 million media impressions in hyperlocal markets.
Key Takeaways
Quality Over Quantity is Effective: Although at face value the quantitative results may sound smaller than other programs, this program generated a massive impact in the target communities it visited. It received front page news stories in local papers and converted “Smile Makers” into brand advocates. Making high impact through a quality program on a hyper specific target can often be more effective than broad sweeping programs.
Authenticity is Powerful: Telling authentic and real stories is a powerful way to have an impact on people, particularly for brands that aren’t associated with “fun” things. By finding real people with real stories, and surprising them with a very real thank you, we generated more captive attention and brand affinity than a paid advertising campaign ever could.
Smile Power Video | Program Overview
Smile Maker Feature Video | Debbie Cantwell
Smile Maker Feature Video | Gaylyn Shoemaker
Smile Maker Feature Video | Tony Lee