Smiles spread joy
TAPPING INTO THE POWER OF A SMILE
Delta Dental is the #1 dental insurance company in the U.S., yet the only connection most customers had to the brand was through their employer. They simply weren’t emotionally invested. Our challenge increased because the Delta Dental brand is comprised of 39 member affiliates, each with their own unique advertising campaigns airing within their respective regions, lacking cohesion from one state to the next. We embarked on a profound and active partnership that brought unity and human connection, both inside and outside the organization, through the tangible effects of a healthy smile. The long-standing “Smile Power” brand platform was born, and from it, we launched the “Simple Gesture” campaign. Our empathy tool kit unlocked compelling consumer insights, and personified data allowed us to create highly targeted and localized creative for each franchisee (over 2,500 customized assets per year). As a result, we were able to build multichannel, connected consumer experiences and drive sales for both B2C and B2B across the country. And in the process, we galvanized the member companies and transformed Delta Dental into a powerful brand that stands tall as an advocate for health, happiness and joy. One happy smile at a time.
“It has been a challenging and rewarding opportunity to successfully build both consumer preference for Delta Dental in the marketplace and brand cohesion within the organization.”