Our Work

Case Studies

Crest Whitestrips

Challenge: Maintain market leadership and drive sales of a complex, relatively expensive product while facing significant competition, often at a lower price point

Solution: Leverage the power of the Internet to provide in-depth visuals and content demonstrating Crest Whitestrips' superior efficacy over the competition

Details
To overcome the significant competition facing the at-home whitening category, Procter & Gamble (P&G) partnered with imc² to develop a website (www.Whitestrips.com) to promote the leading product in the category, Crest Whitestrips. Because the product has a higher price point than its competitors, Crest Whitestrips needed to leverage the Internet to clearly explain the product's superior efficacy and demonstrate its ease of use to consumers.

To meet these needs, the Crest Whitestrips brand team and imc² worked together to develop a robust website for the brand, targeted toward the beauty-oriented consumer. The site uses elaborate product demonstrations that include voice over to educate consumers about how they can use the product to effectively whiten their teeth in just seven days. These demonstrations successfully de-mystified a number of pre-identified key barriers to product trial for Crest Whitestrips.

The site uses custom video testimonials to illustrate how real people use Crest Whitestrips and the success they have achieved by using it. The site also provides exclusive resources that build Crest Whitestrips' positioning as a high-end beauty product. imc² and the brand team also implemented an online media campaign to provide consumers with a valuable coupon and the brand team a way to grow the consumer database for future marketing. imc² leveraged media buys to reach the target market when they were in a need state and actively searching for information related to at-home whitening products. imc² is now using the database for ongoing communication.

As a result of the offline and online efforts of the Crest Whitestrips brand, it has become the undisputed leader in the at-home whitening category, owning 68 percent of the marketplace. The product has proven to have broad appeal and has been a key success for the Crest franchise of whitening products.

The brand team also tracked the direct impact that the interactive efforts played in increasing overall product sales. The web has effectively driven product trial among target audiences and increased database registration. imc² and the Crest Whitestrips brand team have also partnered to develop CRM programs that have shown a lift in brand awareness and purchase intent.