Marketing agency, Team Eleven, has announced the global campaign #4millionsmiles. Align Technology, manufacturers of the Invisalign teeth-straightening system is donating $1 to charity Operation Smile for every smile shared on social media in celebration of the company’s 4 millionth Invisalign patient.
Fronted by the 4 millionth patient, London-based Matthew Webb, the campaign includes press ads in the Times newspaper, in print and online, takeover video content on YouTube health and beauty channels and native video advertising.
The socially-motivated campaign encourages viewers to ‘share their smile’ by posting a picture of themselves with the #4millionsmiles hashtag on Twitter, Facebook or Instagram. In return, Align Technology is reaffirming its commitment to help provide treatment to children around the world born with cleft lip and cleft palate, and will donate $1 to Operation Smile for every public share of a photo of a person’s smile on social media platforms with the hashtag #4millionsmiles – as part of Align’s donation pledge to Operation Smile.
Each shared photo is displayed on a social feed website, 4millionsmiles.com, which shows the spread of participants, and the impact of the campaign, across the globe. Align Technology has set the ambitious goal of reaching $1m by the end of 2018, a figure that will make a real difference to the lives of poverty-stricken children everywhere.
Sonya Link, Associate Director, Consumer EMEA, Invisalign comments: “Ensuring our own celebration was tied into our corporate social responsibility initiative with Operation Smile was important to us and the strategy of creative, global co-operation and results of the campaign have been incredibly impressive.”
Sophie Gibson, Client Partner at Team Eleven, comments: “The 4 million smiles campaign demonstrates, not only what the power of a smile can achieve, but also how a powerful, global campaign can be created in a space of time through strong belief and relationships with clients.”
In a campaign coup, Team Eleven has also successfully enlisted the support of two of the most famous smilers in the news at the moment. Recently married cycling couple Laura Trott and Jason Kenny, both had Invisalign treatment ahead of their big day. Their involvement is as a result of Team Eleven’s social media touchpoint strategy, which transformed existing patients globally into campaign ambassadors for the cause.