AR helps kids fall in love with brushing their teeth
My favorite little niece received the toothbrush I gave her when she was less than two years old. It was a Colgate children’s electric toothbrush with a cartoon Spiderman image on it. I think this will attract her to brush her teeth. Obviously not, and this toothbrush and her piano respectively represent evidence that her mother and I oppressed her. It seems that children are inherently resistant to this repetitive, unrewarded behavior. How to make them love brushing their teeth and maintain oral hygiene has always been a problem for parents.
To better help to improve kids’ oral health and market its brand, Toothpaste brand P/S has made an exploration. P/S launch a new product line specifically catered to the oral care needs of children. And P/S passed the activity of ‘The Adventure with King Leo and friends’ helped children ignite their love of brushing their teeth.
This is a 21-day tooth brushing challenge launched on Facebook. It applies An AI-powered Augmented Reality experience to make brushing fun. In this challenge, through AR technology, children can choose to play with their favorite animals' Characters, parents can set the children’s name and brushing time to customize this challenge. Every time the set time is reached, the AR characters in the camera will ask the children to open their mouths, teach them the appropriate brushing skills, and identify them accordingly.
Obviously, the effect of the activity is very satisfying: 14 million moms were reached to take their kids through this behavior change journey. Not only did the children fall in love with brushing their teeth, but the mothers thanked P/S for solving their problems.
It can be seen that because there is no need to wear a headset like VR technology, AR marketing is easier to popularize because of less restricted conditions. Therefore, AR marketing is also easier to enter consumers’ lives. With only a mobile device, kids can enjoy the fun of brushing their teeth with “King Leo and friends”. This kind of good sense of participation allows customers participating in AR marketing activities to have a good experience, and it is easy for them to establish a good interactive relationship with the brand, and ultimately form trust in the brand.
After gaining customer loyalty, consumers will be more likely to transfer their love for the brand into the purchase decision. Just like moms who participated in this challenge, after they became supporters of P/S, they initiated a purchase, and Volume per buyer increased by 19% due to an increase in consumption. Even more encouraging is that within the first month post this campaign, sales of P/S toothpaste in the Vietnamese market increased by 22%. More importantly, for kids, brushing is now playing.
