Case Study: Cutting Through the Clutter - How 3D Toothpaste Became the Smart Choice for Millions
In the crowded oral care market, consumers are faced with a dizzying array of choices. For a brand like 3D Myanmar, the challenge was twofold: how do you convince price-sensitive shoppers that your affordable product delivers on quality, and how do you do it in a way that captures their attention on the platforms where they live?
The goal was to establish 3D as the undisputed top-of-mind brand for consumers seeking a smart, effective, and affordable solution to common oral health concerns.
The Challenge: Communicating Duality in a Noisy Market
Our core challenge was to communicate a dual message of quality and value without one undermining the other. We needed to prove that 3D Toothpaste effectively tackles issues like bad breath and stained teeth while also being the most cost-effective choice. This required a strategy that could build trust, demonstrate efficacy, and resonate deeply with the everyday concerns of local consumers.
The Approach: A KOL-Powered Message, Perfectly Packaged
Our strategy was to bypass traditional advertising and deliver our message through the most trusted voices in the digital space: Key Opinion Leaders. We understood that to be effective, the message had to be simple, memorable, and delivered by a diverse range of creators who could make it feel authentic.
- Crafting the Core Message: Blink ideated a powerful and direct key message that encapsulated the brand's entire value proposition: "ခံတွင်းနံ့မွှေး၊ သွားလည်းဖွေး၊ အတန်ဆုံး 3D သွားတိုက်ဆေး" (Fresh breath, white teeth, the most affordable 3D toothpaste). This became the strategic anchor for all campaign content.
- Strategic Creator Selection: We curated a diverse portfolio of 9 KOLs across both Facebook and TikTok. By collaborating with everyone from pranksters and bloggers to mainstream content creators, we ensured our message was not just repeated, but reinterpreted authentically for different audience sub-cultures.
- Engaging, Platform-Native Storylines: We worked with each KOL to craft engaging storylines that resonated with their specific audiences, seamlessly integrating the product's benefits into content that felt natural and entertaining, not like a forced advertisement.
The Impact: Dominating the Digital Conversation
The KOL amplification campaign was a resounding success, creating a massive digital footprint and embedding the brand into the daily feeds of millions.
- The campaign generated a total of 4.6 million video views across both platforms (3.2 million on TikTok and 1.4 million on Facebook).
- On Facebook alone, the content achieved a reach of 1.8 million, proving its viral appeal.
- We secured a total Share of Voice of 232,000, dominating the conversation around affordable, quality oral care during the campaign period.
By understanding the audience, crafting a perfect message, and activating it through the right voices, the campaign effectively cut through the noise, created significant buzz, and firmly established 3D Toothpaste as the go-to choice for smart, discerning consumers across Myanmar.