Launching the revolutionary clear aligner brand in Hong Kong

SmileDirectClub
Challenges

Connecting with an Asian audience

Telehealth pioneer SmileDirectClub expanded into Asia, bringing doctor-directed remote clear aligner therapy to Hong Kong. Introducing a convenient and affordable teeth straightening solution developed from cutting-edge teledentistry technology, the brand was looking for opportunities to increase local awareness and to introduce how it works.

In order to increase customer access to high quality and innovative clear aligner therapy, SmileDirectClub partnered with Watsons Hong Kong and opened four in-store SmileShops offering the same patented retail concept and treatment process.

Sinclair was appointed to be the integrated PR partner to plan PR, social media and influencer marketing since the launch in 2019. Our role ranged from strategy development to orchestrating content and engaging media and influencers to maximise brand exposure across channels and build credibility of the brand in Hong Kong.

Approach

Insight Educating the market on how the brand works and what is the benefit of telehealth platform in Hong Kong with wide spread of media and influencer content across channels was key to success.

Localise Localised strategy with local assets curated specifically for the Hong Kong audience to build brand trust.

Influence Created successful collaborations with influencers, leveraging social platforms to maximize brand exposure such as personalized promo codes as an incentive to engage potential customers, driving online searches and influencing purchase habits.

Credibility Built brand credibility through a stream of earned content including social media content and executive interviews.

Partnerships Highlighted the strategic partnership with Watsons Hong Kong to increase customer access while highlighting the affordability of the product.

Sustain Continued the conversation and momentum through on-going social media posts, and influencer content to inform the brand’s offerings and activities such as a new product launch.

Outcomes
+525 million​
people reached through multiple channels​
143
stories published in print and online​
10
executive interviews secured in top-tier publications
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