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.
With years of success on the Home Shopping Network, intelliWHiTE wanted to expand their audience by selling direct-to-consumers. They needed help building their DTC channels – website, social media, email marketing, paid media – from the ground up.
We used the launch of the brand DTC 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 determine messages for 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.