‘An Open Letter From Australia’s Bathrooms’: New campaign from WiredCo. for mouthcare brand Waken
UK mouthcare brand Waken has launched a new campaign in Australia via WiredCo, with an ‘Open Letter From Australia’s Bathrooms’.
The announcement:
WiredCo. has today launched a new integrated brand campaign for leading naturally-led UK mouthcare brand Waken, available exclusively in Woolworths supermarkets nationally from last month. Extending across creative, media, social, earned media, and influencer marketing, the six-month campaign aims to position the brand as a challenger to disrupt the dental care supermarket aisle.
“When you think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades now, there’s no way a new brand can compete if it just talks about efficacy. Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!” explains WiredCo.’s managing partner, David Kennedy.
In a country where property is like pornography, this was interesting stuff. It gave WiredCo. the opportunity to create a launch campaign that talks to Waken’s truth; it’s so beautiful (ahem…and effective), you’d want to restyle your bathroom around it.
“WiredCo. confirmed our suspicions through the research that Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness.” says founder of Waken Mouthcare, Simon Duffy MBE.
Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.” added Simon.
By turning traditional perceptions of dental products being ugly as sin on its head, we created the perfect opportunity to be disruptive and wake up Australians from their sleepwalking.
WiredCo.’s campaign kicks off this morning with a full-page ad in Fairfax’s Sydney Morning Herald in the form of a letter from Australia’s bathrooms to us – Australians.
This light-hearted piece of hyperbole is an impact placement play and aims to create an entertaining launch moment (much less about reaching those who still read paper versions, no offence), focusing on the brand’s aesthetic qualities, efficacy and sustainability.
Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. made the conscious choice not to use Meta for this campaign but rather Pinterest and TikTok.
“An ongoing reliance on Meta may work for some brands but if we put our trust in all the data we have available to us as marketers, it’s clear there are more effective ways to reach certain audiences. We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life.” Added David.
Building awareness amongst 25-44s females, driving incremental reach and igniting a shift in consumer behaviour, the campaign also includes an always-on approach to earned media, along with significant native-content driven influencer marketing; led by brand partnerships with Angie Kent and Cherie Barber.
Credits:
Client: Waken Mouthcare
Founder Waken Mouthcare: Simon Duffy MBE
Client lead: Donna Oakley-Davies
Creative & strategy: David Kennedy, WiredCo.
Earned media strategy: Michelle Hampton, WiredCo.
Paid strategy: Ashley Byers, WiredCo.
Social media: Sophie Christie
Pinterest media: Hannah Cairns
Design: Bella Baker
Paid offline media: Audience Precision
Source: WiredCo.
