Brush Buddies is an emerging consumer brand with a growing social media audience who like their music and love their teeth. In 2011, Brush Buddies created a new segment within the Oral Care category when we launched the Brush Buddies line of Singing Toothbrushes. These products play today's hit songs from Justin Bieber, Lady Gaga, One Direction, LMFAO and Psy while brushing. In conjunction with the launch, Brush Buddies also began developing our social media presence on the major social media networks - and in particular Twitter, where we have developed our largest group of followers and fans of our artists. Integration Twitter-CRM Embedle + Twitter + BrushBuddies.com Social media followers of the Brush Buddies brand are a young, media savvy group that resists overt marketing and advertising. They are a cohesive group that prefers organic, genuine interaction with the brands they follow. With this in mind, Brush Buddies sought out the new services of Embedle and their Twitter-CRM (T-CRM). Embedle's simple to install code was added to our website to give Brush Buddies immediate integration of Twitter conversations alongside our individual pages referenced in Tweets. Embedle T-CRM gave us the new ability to post a tweet from our individual web pages, directly into our Twitter conversation stream - and automatically embeds a link to the page within the tweet. Enhanced Communication Embedle T-CRM provided, for the first time, two-way conversation between our Twitter followers & our branded web pages. Brush Buddies used this to engage our followers in ongoing organic (genuine) dialog, call-to-actions (see Twitter Trends below) & promotions (see Worldwide Music Search below). Working closely with Embedle, Brush Buddies acted as a consultant and client while we pioneered their capabilities into the following enhancements: • Stronger branding by engaging users with our brand & our website • Two-way tweets & conversations linked to our specific web pages • Promote specifically to/from our Worldwide Music Search Page (see left side of contest page below) • Promote desired behaviors from followers • Identify most engaged followers as "TopFans" • Reward our TopFans • Proprietary reporting provided unique insights Delivered Results • 23 Million brand impressions • 65,300 total votes cast • 29,200 votes for winning artist • 101 days of voting • 34 Twitter Trends from around the world (TrendsMap) • 30 contestants each provided a professionally created music video • 8 countries represented • @BrushBuddies ranked in Top 1% of Social Media Influencers Worldwide (Kred, January 2013)
