Sensodyne’s #JeedJeedChallenge: Engaging New Consumers on TikTok
Sensodyne, a leader in dental care, launched the #JeedJeedChallenge on TikTok to address a critical business challenge: converting high brand awareness into increased brand penetration. Despite 95% brand awareness, Sensodyne’s market penetration has remained stagnant at 10%. The #JeedJeedChallenge was designed to bridge this gap by driving awareness about tooth sensitivity and encouraging new users to try Sensodyne.
The Challenge: Increasing Brand Penetration
Sensodyne’s primary goal was to educate consumers about tooth sensitivity, a condition many experience but often ignore. The campaign aimed to emphasize the importance of addressing tooth sensitivity with proper care and Sensodyne products. By leveraging the highly engaging platform of TikTok, Sensodyne sought to create a viral campaign that would resonate with a broad audience and drive consumer participation.
The Idea: A Fun and Engaging TikTok Challenge
The #JeedJeedChallenge was crafted to maximize participation through a simple and shareable mechanic. The challenge featured a catchy tune and memorable effects to capture viewers’ attention and encourage them to join the fun. Key opinion leaders (KOLs) played a crucial role in creating virality by inviting their followers to participate in the challenge. This approach aimed to trigger authentic experiences and leverage TikTok’s branded effect campaign to enhance brand recall and integration with Sensodyne’s overall integrated marketing communications (IMC) strategy.
Execution: Leveraging TikTok’s Platform
The campaign was launched on TikTok, a platform known for its viral challenges and engaging content. The #JeedJeedChallenge invited users to create videos showcasing their experiences with tooth sensitivity and how Sensodyne helps alleviate the condition. The challenge’s simplicity and fun factor made it easy for users to participate and share their creations. Sensodyne’s strategy included:
- A catchy tune that resonated with TikTok users
- Memorable effects that enhanced brand recall
- Involvement of KOLs to boost virality
- Clear and easy-to-understand call to action
Results: Outstanding Engagement and Market Performance
The #JeedJeedChallenge campaign achieved remarkable results, significantly impacting Sensodyne’s market share and consumer engagement:
- Market Share: Sensodyne achieved its highest market share in two years at 8.9%.
- Video Creations: Over 670 videos were created by users participating in the challenge.
- Video Views: The campaign garnered over 20 million video views.
- Engagement: The challenge received 500,000 engagements, reflecting high consumer interest and participation.
Conclusion: A Successful Campaign with Lasting Impact
Sensodyne’s #JeedJeedChallenge effectively addressed the brand’s challenge of increasing market penetration by engaging consumers through a fun and relatable TikTok campaign. By highlighting the importance of addressing tooth sensitivity and providing an easy and enjoyable way for users to share their experiences, Sensodyne successfully drove awareness, consideration, and purchase intent. The campaign’s success underscores the power of combining creativity with strategic platform use to achieve significant business goals.
This professional campaign titled “JeedJeed Challenge” was published in Thailand in April 2023. It was created for the brand Sensodyne by the ad agency Brilliant & Million. This digital, experiential, and integrated media campaign is related to the health industry and contains two media assets.
