Goals

Early Findings

•  ClearCorrect, a competitor of Invisalign, is a US based company specializing in the production of a transparent alignment system that straightens teeth and provides an alternative to braces.

• ClearCorrect market themselves to the public directly on Facebook and Instagram, and prefer to use Twitter and linkedin to connect with dental professional.

• In their marketing, ClearCorrect stress both the aesthetic and health benefits of their product.

Facebook

• SmileDirectClub’s Facebook messaging is frequent and humorous. It concerns promotional discounts, customer progress journey, and general business information.
• The company uses straightforward, everyday language instead of jargon to simplify potentially intimidating, complex processes.
• Its Facebook RTB (reasons to believe their taglines) borders around the customer testimonials, progress report of users, and positive review comments. Smile Direct frequently posts videos, images, and positive comments made by users.
• Examples of calls to action include, "Get started with our free smile assessment: Smile Direct" and "Get your teeth up to 9 shades whiter."
•  Examples of screenshots of the company's Facebook messaging, calls to action, and RTB are provided here.

Twitter

• SmileDirectClub's Twitter posts are similar to its Facebook post, meaning that it shares similar messaging, tone, and calls to action.
• SmileDirectClub's Twitter messaging involves frequent and convincing posts about its product advertisement, customers' progress journey, and general business information.
• They use approachable phrases that most millennials would be familiar with and relate to, such as "New decade, new product."
• An example of a customer testimonial that acts as the company's RTB is, "Closed my gap right up using @smiledirectclub. Recommended if you are looking for an affordable method to straighten your teeth."
• Examples of its Twitter calls to action include, "Pick up our bright-on premium teeth whitening kit" and "Get our Boxing Day aligner discount + a special gift when you get started now."
•  Examples of screenshots of the company's Twitter messaging, calls to action, and RTB are provided here.

Instagram

• The company's Instagram messaging is frequent, funny, self-explanatory, and humorous.
• The company uses a distinct, conversational, and straightforward tone to relay its message to customers.
• SmileDirect's RTB focuses on customer testimonials, progress report of users, and positive review comments.
• Examples of its Twitter calls to action include, "Get our best aligner discount of the year for a limited time when you start now" and "Get our Boxing Day aligner discount + a special gift when you get started now."
•  Examples of screenshots of the company's Instagram messaging, call to action, and RTB are provided here.

LinkedIn

• The company's LinkedIn messaging is frequent and informative. It highlights the company’s events, new product launch, and branch expansion.
• Its tone is educative, informative, and knowledgeable.
• Information about its calls to action and RTB are available in the slideshow.