DenTek
Flossaholic Interactive

Project description

MBWC was engaged by DenTek to reach more brand followers and develop deeper connections with them through an interactive microsite with shareable social content.

DenTek Oral Care was founded in Petaluma, California, in 1984 by John Jansheski. From its inception, DenTek has been focused on providing innovative consumer oral care products. The company began with just one product, the Dental Pik. In April 2013, DenTek came to the MBWC digital team wanting more engagement with current and potential consumers. DenTek had a strong foothold in the Facebook space with its number of fans (some 65,000 at the time), but engagement with those fans was very low. They needed a way to generate renewed interactions with those users and get products into their hands.

The site needed to provide a fun, innovative experience with an interactive and engaging Q&A piece; a seamless highlight of four product brands; enablement of data collection and lead gathering; and creative execution that had viral-sharing potential. The resulting Flossaholic site achieved more than 40,000 leads as a result of the lead generation process, was well-received by consumers. The campaign won a 2014 Gold ADDY Award.

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