Brand Brilliance

Ivotion® Devotion Campaign

Overview:
- The multimedia campaign shifted its focus from product-centric to
human-centric narratives.
- After multiple brainstorm sessions with our team of copyrwriters,
art directors, product managers and creative directors we landed
on "Ivotion Devotion." Short, sweet and to the point. A memorable
message that had legs to build a great campaign around.
- It involved identifying doctors willing to share their stories
about how Ivotion transformed their practice, workflow and their
patients experience.
- It involved identifying past patients willing to share their stories
about how dental restorations transformed their lives.
- Both patient and endorsing doctor played pivotal roles in
showcasing the benefits of our product, Ivotion.

Execution:
- Patients underwent tooth extraction and received the innovative
Ivotion denture system, resulting in impactful stories.
- Our videographer and I traveled to multiple locations across North
America to capture and produce content for the campaign.

Content Creation:
- At headquarters, we developed print ads for leading dental
publications, ran a robust social media campaign, updated our
website with compelling content, crafted engaging email
campaigns, and equipped our sales team with effective sales tools.
- Every touchpoint reflected a unified message, visual identity, and
brand essence, contributing to Ivotion's distinct and memorable
market presence.

Success Metrics:
- The campaign's success was validated through data analysis on our
Sales Enablement platform, Showpad, and CRM system, Salesforce.
While creating exceptional content was crucial, ensuring its
utilization by the sales team posed its own challenges.

Sales Enablement Tool:
- We addressed this challenge by providing our sales team with
Showpad, empowering them with best sales practices and easy-to-
deploy tools accessible on their iPads.

This strategy has been successfully implemented for the past three years, involving multiple doctors and patients. Its success led us to apply the same approach to two other products, replicating it with the doctors and patients associated with those products. These three years have been both busy and fun!