By the Numbers
3,100%
Growth in followers since 2022
206.7K
Followers, up from 6,470 in 2022
7,234+
Pieces of content published since 2022
76,624
Messages received and responded to since 2022
Overview
Overview
Spark™ Clear Aligners faced a challenger-brand problem, competing for attention in a category overwhelmingly associated with a single household name. With fewer than 6,500 social followers, no consistent publishing cadence, and limited consumer awareness, Spark needed a content engine capable of building trust at scale while operating within the strict regulatory requirements of the medical device industry.
The strategy evolved from launch campaigns, influencer and celebrity partnerships into an always-on content ecosystem that combined education, entertainment, patient stories, creator partnerships, and community management across the Spark social channels.
Over five years, Golden Arrow transformed Spark’s social presence into a dynamic marketing engine across Instagram, Facebook, and TikTok. Through strategic content, influencer partnerships, community management, and compliance-first creative, Spark grew from fewer than 6,500 followers to more than 206,000, establishing one of the largest social communities among clear aligner brands despite competing in a category dominated by a single household name.
The Challenge
Spark needed to build a credible, engaging consumer social presence from a minimal following in a clear aligner category dominated by lnvisalign. The brand had limited brand recognition, minimal content cadence, and no proven system for producing content that could compete for attention against a much larger competitor, all while meeting the medical device promotion requirements, patient-consent standards, and promotional-claims guidelines that govern the orthodontic space.
Our Strategy
Rather than treating social media as a standalone awareness channel, Golden Arrow built a content engine designed to support both consumer demand and provider adoption. Real patient stories and provider features built trust with consumers while reinforcing Spark’s credibility with doctors. Content strengthened loyalty among existing patients, drove prospective patients to Spark’s Doctor Locator to connect with a provider, and increased visibility with orthodontists and dental professionals evaluating clear aligner solutions. As Spark’s doctor network expanded, the professional and consumer audiences grew in parallel.
The Approach Centered on Four Pillars:
Build Consumer Trust
Created a multi-format content mix featuring before-and -after transformations, patient stories, educational content.seasonal campaigns, trend participation, and humor to make the brand approachable while reinforcing clinical credibility.
Increase Professional Credibility
Highlight real practices, providers, and treatment outcomes to support Spark's growing network of doctors and position the brand as a credible alternative in a category dominated by a single market leader.
Expand Reach Through Partnerships
Combined celebrity campaigns, influencer collaborations, and user-generated content programs to extend awareness beyond owned channels and generate authentic social proof.
Create a Sustainable Growth Engine
Maintained a consistent publishing cadence across lnstagram, Facebook, and TikTok, while managing community engagement and ensuring every asset met medical, legal, and patient-consent requirements.
Results
Results
Over five years, Spark evolved from a lightly active social presence into one of the most engaged challenger brands in orthodontics. The content ecosystem generated sustained audience growth across every major platform, publishing more than 7,000 pieces of content, responding to more than 76,000 community messages, and growing the audience by 3,100%.
Social channels became a reinforcing loop. Practices generated real-world patient stories and UGC, while social content increased brand visibility, engagement, and trust among consumers and providers alike.
Today, Spark’s social channels serve as a year-round marketing asset that supports brand awareness, patient education, provider engagement, and community building. Rather than relying on isolated campaign spikes, the brand now benefits from a sustainable content engine that delivers consistent growth across multiple platforms.
Laura Wolf
Senior Global Brand Manager
“Golden Arrow took Spark Clear Aligners through a full social media brand refresh… and brought a level of creative thinking andexecution that’s hard to find in onepartner. From design to video to capturing our presence live at trade shows, they understood our brand identity inside and out and translated it into content that felt fresh and on-point. When things moved fast and real-time content, video editing and approval times were tight, they delivered consistently high-quality creative without missing a beat. Over the past five years they have become a trusted partner for Spark’s creative vision.”
Sheila Tan
VP of Global Marketing & Clinical Education
Golden Arrow didn’t approach social as just a marketing channel, they approached it as a business driver. Their team built a strategy that increased brand visibility, strengthened engagement with both consumers and providers, and supported Spark’s continued growth in an incredibly competitive category. They consistently delivered creative work backed by strategic thinking and measurable results.
