Shyn is a new, Black-owned oral hygiene brand that wanted to address the pink elephant in the room and create brand awareness using a minimal budget. People rarely discuss the pain that can occur after you whiten your teeth. Imagine showing off your new pearly whites and experiencing a jolt of excruciating pain after biting into something cold, hot or sour. Not on Shyn’s watch. Offering a hydrogen peroxide free solution, Shyn’s products are pain-free. Inspired by the very thing that teeth companies don’t like talking about, we told the world everything they wouldn’t be missing through bright colours, impactful sound and direct messaging.
The solution required us to make consumers ask themselves the tough questions. To eat or not to eat? That is the question. At least without pain being a factor. We knew we did not need to feature celebrities or bring up competitors, but rather use creative messaging. Using bright, bold colours combined with the foods we love (hot wings, citrus fruit, coffee, etc.) and animated copy creatively done using illustrated elements to get users to stop scrolling on Facebook, Instagram and TikTok, we educated our audience on the product and gave them a reason to try it.
We achieved our goal of bringing brand awareness to Shyn by using impactful messaging on a small budget. The results included approximately 2.6 million impressions, 14,000 clicks, 100% increase in CTR and an 80% increase in sales. Not too shabby.
