Happy Mouth Now
A satirical awareness campaign launced in response to direct-to-consumer orthodontics.
Your mouth’s journey begins here.
Over the last decade, the orthodontics industry has faced exponential growth of direct-to-consumer models that cut out the need for their expertise - a dangerous trend that directly affects the more than 18k doctors represented by the AAO.
Created in-house and led by the Creative Director, the AAO marketing team partnered with a production company to develop an awareness campaign that would educate consumers on the potential dangers of at-home treatment options. The result was Happy Mouth Now -- a satirical comedic series promoting fake and outlandish products that bring to light the dangers of do-it-yourself healthcare.
Within the first two weeks, the series garnered impressive performance results with more than 2.9 million views and over 1.4 million engagements. On YouTube, we reached 81% audience retention with an average view duration of 1:10 (nearly the entire video). It was clear we had earned our viewers’ attention, driving nearly 250K users to aaoinfo.org/locator where they could find an orthodontist in their area.
A multi-channel experience.
A satirical microsite provided an extension of the digital media strategy with real calls to action.
“The AAO’s most significant foray into content marketing…”
Shortly after its launch, our campaign caught the eye of advertising giant AdWeek, who featured an in-depth article highlighting our efforts in their January 2020 publication. The article goes on to discuss the series as a centerpiece for a broader effort, citing the AAO’s consumer alert about teledentistry practices and legal challenges to direct-to-consumer brands.
Accolades
2 Gold ADDYs, Branded Content & Entertainment | American Advertising Awards
1 Silver ADDY, Branded Content & Entertainment | American Advertising Awards
“Orthodontists Bite Back at DTC Brands” | Adweek, January 2020