In 2020, the Invisalign brand became the Official Clear Aligner Sponsor of the NFL, which enabled the brand to connect with doctors, patients, and consumers through an extended network of NFL sponsored channels and support a variety of community initiatives championed by NFL Clubs. As a natural extension of this partnership, Invisalign set out to create big smiles around the biggest game day of all in 2022: Super Bowl LVI.
As an Official Sponsor of Super Bowl LVI, the Invisalign brand aimed to bring to life winning smiles — during the Super Bowl and beyond — through memorable activations and experiences that deepened the connection between Invisalign and football fans. To extend the impact of these sponsored experiences, Invisalign tapped the experts at Smarty Social Media to organically capture and share the winning smiles of players and fans on social media the whole week leading up to Super Bowl Sunday.
Smarty Social Media’s goals for their Invisalign x Super Bowl LVI coverage included:
Creating hype and excitement on social media around Invisalign’s one-of-a-kind presence at the Super Bowl Experience.
Showcasing Invisalign as the presenting sponsor of the NFL Honors primetime awards special with scroll-stopping coverage from the Red Carpet.
Highlighting memorable moments throughout the week, including a variety of corporate hospitality events and NFL player meet and greets.
Engaging with football fans in a fun, enjoyable way on social media throughout the entire Super Bowl weekend.
With only four weeks of lead time and planning, Smarty Social Media set out to score a social touchdown for Invisalign at the Super Bowl by:
Crafting a dynamic “Winning Smiles” organic social campaign for Invisalign across all owned channels (Instagram, Facebook, and Twitter), complete with an innovative content playbook that leveraged Invisalign’s NFL partnership, sponsored teams, and player ambassador content
Designing a unique visual identity, along with grab and go photo / video templates and branded social elements to quickly bring to life the campaign on the go
Quarterbacking real-time content with Smarty Social experts onsite to capture the best moments during Invisalign branded events and activities on social
Shifting Invisalign’s organic feed from static and still images to a fully immersive social experience featuring short-form video content including Reels, swipeable carousel posts, designed stories, an animated sticker library, and sizzling motion graphics
Activating behind-the-scenes “Special Teams” to brief players and Red Carpet talent, design assets, publish posts, monitor fan chatter, engage with the football community, reshare NFL player content, and amplify conversations around all Super Bowl social content and activities
Using a bank of Super Bowl inspired comments and captions to quickly respond to every fan comment, question, or direct message as quickly as possible
Producing a library of consumer and corporate content to fuel post-event marketing around Invisalign’s NFL partnership
The results of the organic effort were an undeniable success:
The Smarty Social team took over Invisalign’s organic social presence with 175 pieces of social content utilizing a combination of animated stories, reels, video recaps, and photo posts - all within a span of 5 days.
All platforms saw significant increases in performance metrics throughout the campaign period, resulting in over 22.5M impressions on Super Bowl related content and over 7,300 new followers
On average, each story garnered about 2,500 impressions
20 pieces of content shared by NFL Player Ambassadors for an additional 19,000 engagements
84 total NFL paid partner posts resulting in 55.6M impressions and 2.2M engagements
750 Super Bowl + Invisalign mentions and 15,000 branded hashtag mentions, resulting in 29.4M estimated reach
