Haven McCoy
Fall 2024
Executive Summary
The Oral-B iO electric toothbrush marketing plan aims to establish the product as the premier oral care solution for undergraduate and graduate students at IU Indianapolis. Leveraging the toothbrush's advanced features—such as AI-powered brushing feedback, customizable modes, and sleek design—we will position it as a must-have tool for health-conscious and tech-savvy students.
The campaign will focus on addressing the unique needs of this demographic, emphasizing convenience, long-term health benefits, and cutting-edge technology. Key marketing strategies include on-campus activities, influencer partnerships, digital advertising on platforms such as Instagram and TikTok, and promotions through university-specific channels.
To engage students effectively, we will incorporate interactive experiences like product demonstrations at campus events, exclusive student discounts, and partnerships with student organizations to enhance credibility and drive adoption. The plan also includes leveraging social proof through user-generated content and testimonials from peers.
The campaign's success will be measured through key performance indicators, including brand awareness metrics, social media engagement, website traffic, and direct sales conversions. The ultimate goal is to solidify Oral-B's position as the go-to brand for premium oral care among IU Indianapolis students while fostering long-term brand loyalty.