An oral care revolution through creator content

Philips Sonicare wanted to encourage people to improve their oral health by switching to Sonicare toothbrushes. To create this change and show that brushing can be fun and hassle-free, we partnered with a team of influencers. Together, we crafted compelling and relevant content to highlight the DiamondClean toothbrush’s features, benefits, and practical usage.

The challenge

Philips Sonicare wanted to create high-quality, engaging content to promote their DiamondClean toothbrush for the brand’s online channels. Their content needed to both encourage people to trade their manual brush for a Sonicare toothbrush and boost their oral health.

Changing brushing routines through content

To overcome the challenge, we collaborated with influencers to create inspiring, relevant content that would resonate and motivate the target audience. 

To maximise the impact of the influencer marketing campaign, we aspired to partner with a diverse group of creators across various interests and expertise, including health, lifestyle, travel, and parenting. Catering to target audiences from different niches helped us showcase the diverse features and benefits of the DiamondClean toothbrush in a way that would resonate. Through high-quality content, creators showed the Philips Sonicare DiamondClean toothbrush, its advanced technology and superior cleaning performance in authentic ways.

Collaborating with influencers is like having a team of passionate advocates who bring their unique expertise and creativity to share the product features they love the most

Marco Wallenburg, Lead Influencer Marketing Manager

Amplifying impact across the globe

The selected health, lifestyle, parenting, and travel influencers created content for Philips’ owned online channels, as well as on their channels. The creators were strategically located in the focus markets of the product, which include the United States, Germany, and France. 

Each niche’s assignment was closely related to its domain, creating impact through creativity in a unique yet relevant manner. For example, travel influencers were asked to highlight the product’s portability and convenience, emphasising how the toothbrush could be used on-the-go and provide a hassle-free oral care experience while traveling. lifestyle influencers promoted the product’s sleek design and stylish aesthetics, emphasising how the toothbrush could be integrated into a luxurious, high-end lifestyle. 

Unveiling brilliance and benefits

Visual blog posts by the creators took the reader through their experience of using the Philips Sonicare DiamondClean toothbrush. Each influencer featured what they loved about the DiamondClean toothbrush. By providing the influencers with key talking points, we ensured that the content accurately reflected the product’s brilliance and benefits.

Unleashing the creativity of influencers

Granting influencers complete creative autonomy empowered them to present the DiamondClean toothbrush in their distinctive style. This approach aligns perfectly with DEPT®’s methodology, placing significant emphasis on entrusting content creators with creative control. This allowed influencers to create content that is not only visually stunning but also authentic and relatable to their followers. This approach effectively showcased the DiamondClean toothbrush in a way that resonates with the target audience.

To further increase engagement, influencers posted a giveaway on their social media platforms, offering their community the chance to win a Philips Sonicare DiamondClean toothbrush.

An influencer-infused social success

The influencer campaign was a tremendous success, producing over 425 assets for Philips’ owned online channels, nearly 3 million impressions, and an impressive engagement rate of 7.5%, surpassing the industry benchmark by 1.5 times (3%).

The influencers delivered a mix of top-notch content, including blog posts, images, stop motions, video clips, boomerangs, and more. Aligned with their personal brands, they endorsed Philips’ mission—encouraging a switch to Sonicare toothbrushes for improved oral health compared to manual brushing.

Philips Sonicare promoted the influencer-created content across its social media channels, including Instagram and Facebook, email marketing and apps. The content was also used in targeted paid social media campaigns to reach a broad audience.

Overall, the influencer campaign helped Philips Sonicare overcome its content creation challenge and establish a strong presence on social media. The collaboration with health, lifestyle, travel, and parenting influencers was a crucial element. By tapping into each influencer’s unique expertise and audience, the brand could highlight the product’s diverse features and benefits.


Created assets


Organic reach


Engagement rate


Lead Influencer Marketing Manager

Marco Wallenburg

Discover more

Next Case