Vietnamese oral healthcare brand P/S – Unilever Vietnam (P/S) launched its Dentist Hero campaign to encourage children to get regular check-ups. The campaign leveraged interactive TikTok challenges, precise targeting across digital platforms, and real-time performance insights to deliver a program that fueled 50,000 dental visits across 39 hospitals and 35 supermarkets in Vietnam.
For World Oral Health Day, P/S aimed to encourage children to have regular dental checkups and make dental care accessible to all kids. The organization wanted to transform dental visits into fun and engaging activities. By introducing the "Dentist Hero," a friendly figure dedicated to protecting children's smiles, P/S's campaign aspired to raise awareness about oral health and inspire its target audience.
Since 1998, P/S has been working to eradicate oral diseases in Vietnam through impactful societal campaigns and activities. Over the years, the brand has proudly become the No. 1 toothpaste brand in Vietnam. Its mission has always been to reach as many people as possible, offering free dental checkups and spreading awareness about the importance of oral care. The brand also wanted to enhance its market presence and strengthen the brand power of P/S 123.
Despite its efforts, over 90 percent of people in Vietnam suffer from dental diseases, and more than 85 percent of children between six- and eight-years old experience baby tooth decay, with permanent tooth decay increasing as they grow older. This is largely because children often visit the dentist only when they have a toothache, leading to invasive treatments that can cause dental anxiety and fear, creating a negative impression of dental visits.
P/S's primary target were Vietnamese mothers aged 25 and older, with a special focus on rural areas for media investment. Many are unaware of the long-term impact of their children's fear of dentists. The brand's secondary target was their children, who are often afraid of visiting the dentist.
To reposition dentist visits as a positive experience, P/S launched "The Dentist Hero" campaign — a multimedia appeal designed to resonate with both children and parents. Catchy music videos and TikTok challenges engaged children on their preferred digital platforms, while traditional media and supermarket activations reached parents. This dual approach ensured consistent messaging and maximized impact across demographics. Real-time performance data-informed content optimization, further amplifying engagement throughout the campaign.
The P/S Dentist Hero campaign's impactful execution was intrinsically linked to its strategic use of technology. Recognizing the mobile-first behavior of its target audience, the brand prioritized digital channels and allocated a significant portion of the budget (€137,045 of €225,640 or $149,199.96 of $245,467.23 USD) to platforms like TikTok and YouTube.
The campaign also transcended traditional marketing limitations by employing a sophisticated, multi-phased approach to channel and technology integration, creating a powerful symphony of engagement that resonated deeply with the target audience.
The anti-cavity and multi-benefits segment contributes to 50 percent of P/S's sales. However, in 2023, the brand observed a plateau in its brand power, anti-cavity penetration, and market share. This signaled a crucial moment for P/S to elevate its efforts and reinforce its position as the No. 1 brand in the oral care category.
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