From TV to eCommerce with a Smile

Created by celebrity dentist, Dr. Jennifer Jablow, intelliWHiTE is the only professional strength at-home whitening system designed to remove persistent stains from the enamel of teeth.

The Ask

With years of success on the Home Shopping Network, intelliWHiTE wanted to expand their audience by selling direct-to-consumer. They needed help building their direct to consumer channels – website, social media, email marketing and paid media – from the ground up.

Intelliwhite mockup on desktop and mobile

The Solution

We used the direct to consumer launch of the brand as an opportunity to rethink the current brand look and feel and positioning. Since the brand was originally sold on the Home Shopping Network, we had to build messaging for all digital channels that explained the value proposition of the products without a live television demo.

We developed new brand guidelines featuring bright colors, relatable photography, and key points of differentiation to make the products stand out in a cluttered eCommerce space. The updated brand was applied to everything from the website and social media content, to emails, videos, and advertising.

We created a quarterly content calendar outlining promotions and marketing initiatives to ensure content was consistently shared across digital channels, keeping intelliWHiTE top of mind for interested consumers.

Intelliwhite brand book mockup
Intelliwhite social media ad for summer savings
Intelliwhite GIF explaining the process behind the product
Intelliwhite GIF displaying products
Girl in sunglasses with watermelon during summertime
Intelliwhite Instagram content in mockups