Launching Smile Direct Club in Hong Kong

Connecting with an Asian audience

Telehealth pioneer SmileDirectClub expanded into Asia, bringing doctor-directed remote clear aligner therapy to Hong Kong. Introducing a convenient and affordable teeth straightening solution developed from cutting-edge teledentistry technology, the brand was looking for opportunities to increase local awareness and to introduce how it works.

In order to increase customer access to high quality and innovative clear aligner therapy, SmileDirectClub partnered with Watsons Hong Kong and opened four in-store SmileShops offering the same patented retail concept and treatment process.

The challenge was to launch the brand in the market, develop content, and engage media and influencers to maximise brand exposure across channels and build credibility of the brand in Hong Kong.

Highlight the brand’s unique offerings

We developed an integrated strategy with local assets curated specifically for the Hong Kong audience to build brand trust. The narrative educated the Hong Kong market on how the brand works and its unique selling points. We also highlighted the strategic partnership with Watsons Hong Kong to demonstrate customer access while also highlighting the affordability of the product.

We created successful collaborations with influencers, leveraging social platforms to maximize brand exposure such as personalized promo codes as an incentive to engage potential customers, driving online searches and influencing purchase habits. Brand credibility was built through a stream of earned media content including social media content and through executive interviews. We ensured sustained conversation and momentum through on-going social media posts, and influencer content to inform of the brand’s offerings and activities such as a new product launch.

Smiles all round

During the six month launch period 143 articles were generated in print and online publications, all of which were positive or neutral in sentiment. Over 525 million impressions were made through online and social media coverage. We secured interviews for Smile Direct Clubs executives in top tier publications, discussing why Hong Kong was a market they wanted to launch in.