By the Numbers
718M+
Consumer media impressions generated
2M+
Likes on the campaign's #MyTrueSmile posts
105.4%
Growth in Spark's social followers, Q2 2022
1M+
Impressions generated by the campaign's influencer program
Overview
Overview
The celebrity partnership was built around a global K-pop star, which included social content deliverables documenting his treatment journey, a dedicated landing page, multiple video shoots for ownable assets, two fan giveaways, and media outreach to amplify Spark messaging. Golden Arrow propelled the consumer campaign forward with an ongoing influencer program, including hand-selected and highly vetted social influencers sharing their teeth straightening journeys to drive additional awareness and virality. The overall campaign generated more than 718 million consumer media impressions and grew Spark’s social followers by 105.4% in a single quarter, turning a near-unknown brand into a name doctors and consumers recognized.
The Challenge
The Spark brand launched in 2020, just as the COVID-19 pandemic slowed in-person orthodontic visits the category relies on, making it a tough moment for any new brand to build momentum. When Golden Arrow came on board in 2022, Spark still had limited market presence and brand recognition. Spark needed a high-visibility campaign to build credibility and awareness in a category dominated by Invisalign, with no proven playbook for celebrity-driven or earned-media programs. The campaign also had to meet the medical device promotion requirements, patient-consent standards, and promotional-claims guidelines that govern the orthodontic space.
Celebrity Campaign
Campaign Landing Page
A dedicated landing page built to convert campaign traffic into consumer and doctor awareness and consideration.
Fan Activation
Two giveaways, including a “Gifting Smiles” sweepstakes giving free treatment so fans could join the artist on his own teeth-straightening journey.
Social Content Deliverables
A contracted slate of posts on the artist’s own Instagram and Twitter, documenting his treatment journey.
Campaign Landing Page
A dedicated landing page built to convert campaign traffic into consumer and doctor awareness and consideration.
Fan Activation
Two giveaways, including a “Gifting Smiles” sweepstakes giving free treatment so fans could join the artist on his own teeth-straightening journey.
Social Content Deliverables
A contracted slate of posts on the artist’s own Instagram and Twitter, documenting his treatment journey.
Owned Content
A professional photoshoot along with two additional mini-shoots at his music study and orthodontic appointments capturing the partnership for use across social, web, and sales materials.
Press & Media Relations
Press releases distributed at key campaign moments, paired with ongoing media outreach to sustain coverage.
Owned Content
A professional photoshoot along with two additional mini-shoots at his music study and orthodontic appointments capturing the partnership for use across social, web, and sales materials.
Press & Media Relations
Press releases distributed at key campaign moments, paired with ongoing media outreach to sustain coverage.
Strategy &
Solution
Strategy & Solution
Influencer Campaign
Influencer Program
A curated roster of influencers 1, contracted, onboarded, and media trained before participating, ensuring on-brand, compliant representation of the Spark treatment experience.
#MyTrueSmile Content Series
Influencers documented their own treatment journey under the #MyTruseSmile hashtag, extending and amplifying the reach of the celebrity activation to their own engaged audiences.
Social Content Deliverables
A contracted slate of posts across influencers’ Instagram and other social channels, chronicling treatment milestones from consultation through reveal.
Audience Diversification
Influencers selected to broaden Spark’s reach beyond the celebrity partnership’s fan base,reaching new consumer segments and orthodontic-consideration audiences.
Influencer Program
A curated roster of influencers 1, contracted, onboarded, and media trained before participating, ensuring on-brand, compliant representation of the Spark treatment experience.
#MyTrueSmile Content Series
Influencers documented their own treatment journey under the #MyTruseSmile hashtag, extending and amplifying the reach of the celebrity activation to their own engaged audiences.
Social Content Deliverables
A contracted slate of posts across influencers’ Instagram and other social channels, chronicling treatment milestones from consultation through reveal.
Audience Diversification
Influencers selected to broaden Spark’s reach beyond the celebrity partnership’s fan base,reaching new consumer segments and orthodontic-consideration audiences.
Campaign Longevity
Staggered influencer journeys sustained visibility and content flow well past the celebrity activation's initial launch window.
Compliance & Training
Media training and messaging guardrails built in to ensure all influencer content met medical device promotion requirements, patience-consent standards, and promotional-claims guidelines.
Campaign Longevity
Staggered influencer journeys sustained visibility and content flow well past the celebrity activation's initial launch window.
Compliance & Training
Media training and messaging guardrails built in to ensure all influencer content met medical device promotion requirements, patience-consent standards, and promotional-claims guidelines.
Results
The campaign generated more than 718 million consumer media impressions across outlets including Rolling Stone, People, Yahoo!, MSN, AOL, Very Good Light, and Just Jared. On social media, campaign content earned over 2 million likes, 13,000+ comments, and 86,000+ shares, while Spark’s own channels grew followers by 105.4% and engagement by 1,401.2% in Q2 2022.
The activation drove both doctor consideration and consumer buzz. Spark experienced its highest month of “Find a Provider” landing page traffic in 2022, and a doctor-facing campaign email outperformed every year-to-date benchmark for opens and clicks. The two fan giveaways, including the “Gifting Smiles” sweepstakes, extended the campaign further, generating their own wave of social content and media coverage.
The campaign’s dedicated landing page also outperformed benchmarks, drawing more than 3x the average page views and keeping visitors engaged more than twice as long as a typical session. The influencer program sustained the campaign well past its launch window. Influencers were engaged, contracted, and media-trained to share their #MyTrueSmile journeys, delivering more than 100 pieces of content across Instagram, TikTok, and YouTube, reaching a combined audience of more than 7 million and garnering more than 11 million impressions.
Sheila Tan
Former Chief Marketing Officer
Invisalign
VP of Global Marketing and Clinical Education
Spark/Ormco
The numbers tell the story: over 718 million media impressions, triple-digit follower growth, and our highest month of provider-page traffic all year. But beyond the metrics, this campaign gave Spark something we hadn’t had before — real visibility and credibility in a category Invisalign has owned for years. Golden Arrow helped us turn a challenger brand into one people were actually talking about.
