CASE STUDY
FROM JUSTIN TO OSCARS
BrushBuddies ramped up their product launch strategy through an experiential and high-visibility campaign built around their Justin Bieber Singing Toothbrush. By leveraging Oscars Week and the exclusive SNA Legacy Lounge, the brand shifted from traditional product promotion to a celebrity-driven, content-rich activation. The result was an explosion of brand visibility across media, talent circles, and social platforms—capturing the attention of both existing customers and new audiences.
THEIR STORY
Setting a New Standard for Hygiene
BrushBuddies, best known for turning everyday oral hygiene into a fun and musical experience, partnered with global pop icon Justin Bieber to create a line of singing toothbrushes. The collaboration aimed to encourage healthier brushing habits among kids and teens through music, while simultaneously offering a new angle on functional wellness products.
THE CHALLENGE
The challenge was to amplify the launch of the Justin Bieber Singing Toothbrush in a bold, newsworthy way that strayed from BrushBuddies’ traditional retail-focused campaigns. The goal was to inject new life into the brand’s narrative while engaging entertainment media, celebrities, influencers, and digital audiences to maximize visibility. Growing the targeted consumer through different sectors for conversion.
COURTESY OF BRUSHBUDDIES
THE SOLUTION
CHANNELS + SERVICES
To break through the noise of a crowded product landscape, SNA Communications developed a multi-pronged strategy anchored in experiential and red carpet marketing:
✓ Exclusive Oscars Week Activation: A high-impact experiential event hosted at the SNA Legacy Lounge at The Redbury Hollywood Hotel.
✓ Curated Brand Exhibition: A visually engaging activation showcasing the BrushBuddies Justin Bieber Singing Toothbrush in a playful, immersive setting.
✓ Talent + Influencer Marketing: Secured participation and organic engagement from high-profile talent and young Hollywood influencers.
✓ Media Strategy: Targeted PR campaign with outreach to top-tier outlets, trade publications, and entertainment media.
Partnership Amplification: Cross-channel brand announcement through social, email, and website integration to ensure consistent message penetration.
RESULTS
The BrushBuddies campaign redefined the brand’s presence in the lifestyle and entertainment space, transforming a functional oral care product into a pop culture moment. By aligning with celebrity talent like BooBoo Stewart (Disney's Descendants), Dove Cameron (Disney's Descendants), Fivel Stewart (Netflix's The Recruit), Sarah Drew (Grey's Anatomy), MyAnna Buring (The Witcher), Simon Quarterman (Westworld), and Karen David (Galavant) during Oscars Week, the activation generated massive buzz across media and social platforms. With over 75 million media impressions, 28 million social impressions, 1.2 million engagements, and 50+ influencer posts, the campaign resonated with core audiences—kids, teens, and parents—while capturing the attention of a new demographic of entertainment enthusiasts. This bold, experiential strategy elevated BrushBuddies beyond traditional marketing, setting a new benchmark for innovation in the category.
PERFORMANCE
75M+
28M+
1.2M
MEDIA IMPRESSIONS
SOCIAL MEDIA IMPRESSIONS
ENGAGEMENTS
8.5M
40+
50+
TRUE REACH
MEDIA PLACEMENT
CELEBRITY + INFLUENCER CONTENT POSTS
