Oral B iO2 Launch
Task & Goals
With the new Oral-B iO2 model, Oral-B focuses on simplified yet powerful oral care, making it easier for users to transition from manual to electric brushing. This makes it an ideal entry-level model for the shift from MOC (manual oral care) to POC (electric oral care). The launch event in Berlin served as a kickoff to specifically target influencers and media representatives, aiming to achieve high media reach. It was not only about the technical innovation of the Oral-B iO2 but also about how the product can noticeably improve daily oral care. EAST END chose a location that feels approachable, straightforward, urban, yet relaxed and exclusive – perfectly matching the product.
Concept & Execution
The event took place at the legendary Prince Charles in Berlin, a location known for its urban lifestyle. More than 90 guests, including 35 influencers and nearly 40 media representatives, attended. The execution combined information delivery with an experiential character: attendees could participate in interactive sessions where experts explained the benefits of the Oral-B iO2.
The highlight of the event was the “Brushing Experience,” where guests could try the Oral-B iO2 for themselves at specially set-up stations. The program was complemented by keynote speeches on topics such as the “Psychology of Habits” and “Importance of Routines,” with psychologists, athletes, and oral care experts providing valuable insights. The Oral-B iO2 reveal was the grand finale, followed by a networking session with media representatives and content creation spots, which helped boost digital reach.
Outcome
The interactive experiences encouraged high engagement and received positive feedback from attendees. The Brushing Experience and expert talks, in particular, were seen as informative and inspiring. The strong integration of social media helped spread the brand message far beyond the event. Influencers shared their personal experiences, increasing awareness for the Oral-B iO2 and the transition from MOC to POC.
With 39 PR key interviews and 37 creators, the event achieved a potential media reach of 156 million and an organic reach of over 4.4 million through creator content. More than 100 earned content pieces were generated, successfully meeting the goal of achieving high reach.
EAST END handled the location research, the conceptual design of the space and the Oral-B iO2 reveal, as well as travel management for attendees. MSL Germany took over the PR and Influencer Marketing.
Through the targeted execution, the Oral-B iO2 was established as the new reference in electric oral care, sparking a sustainable movement toward improved oral hygiene.
