Philips Sonicare

Oral hygiene is often overlooked until problems arise. Many people still believe manual toothbrushes are “good enough,” unaware of how much better their oral health could be. Philips Sonicare, the leader in sonic toothbrush technology, set out to change that perception with a bold influencer-led campaign that made people experience the difference for themselves.

The big idea? Create new loyal Sonicare users, only to make them give it up for a week, and document their struggle. Three key opinion leaders were gifted a Philips Sonicare and challenged to use it for a trial period. Then, we took it away and made them return to manual toothbrushes. Their reactions? Frustration, discomfort, and a newfound appreciation for Sonicare.

Alongside dental expert insights, a Facebook community activation, and a media partnership, the campaign turned oral care into a compelling story of contrast—highlighting that once you try Sonicare, there’s no going back. The results? Over 1.4M views on TikTok, 529K reach on Instagram and Facebook, and high engagement on giveaway posts, proving that people not only saw the campaign—they wanted Sonicare for themselves.