Toothpaste brand Sensodyne is going digital with a new Instagram and Facebook campaign featuring a week in the life of food blogger Madeleine Shaw to highlight the benefits of the GSK product for sensitive teeth.
Part of its ‘Ready for Everyday’ initiative, the campaign will focus on wellness and health, reinforcing the message that sensitivity is not one-off and requires long-term care.
As such Wunderman have stalked Shaw for a full seven days, revealing how Sensodyne products are entwined with her everyday routine
Laura Street, northern Europe marketing manager of Sensodyne and Pronamel, commented: “This is a huge opportunity for Sensodyne to position itself as an everyday product in the digital space, helping to drive frequency of use.”
Chris Daplyn, managing director of Wunderman UK, added: " The influencer based campaign is a step-change for the brand, but represents its big ambitions for the dental care market.”
The campaign will feature throughout 2017 and includes a partnership with Women’s Health that will appear in May.