Clean | Agency Profile, Contacts, AOR, Client Relationships

• Made by creative and digital AOR Lana Rae.
• Invisalign launched the campaign in an immersive Roblox world, Livetopia; it involves an Invisalign Hub experience.
• The campaign had notably positive results. The Invisalign Hub received over 2.6m visitors, its TikTok content received over 230k views, and it led to a 13% purchase intent increase.
  • Due to this success, I assume Invisalign will invest in similar initiatives in the future.
• The brand will likely:
  • Continue exploring different digital platforms and experimenting with digital experiences
  • Return to heavier ad spend, particularly via digital channels
• Target demographic: 
  • Male Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Invisalign has spent approximately $6.7m on national TV commercials, down 37% from the approximately $10.6m spent by this point last year.
  • Last year: The company spent around $13.4m on this channel last year after having spent 43% less, around $19.2m, in 2020.
  • 2022 ad programming: Invisalign's 2022 commercials have targeted the male-skewed audience of shows such as NFL Football, NFL Honors, Friends, The First 48, and The Real Housewives of Orange County.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $22.7m toward digital ads YTD, down slightly (7%) from the roughly $24.3m allocated by this point last year.
  • YTD data: Since the beginning of 2022, Invisalign has earned ~2.4b digital impressions via Instagram (55%), desktop video (32%), Facebook (12%), and desktop display (1%) ads.
    • The brand has placed 75% of this year's desktop video ads site direct onto YouTube and the remaining 25% site direct onto Twitch.
  • Last year: The brand's estimated full-year 2021 spend, $28.9m, reached almost double that of $14.9m in 2020.
• Additional channel insights  
  • The brand utilizes local broadcast.
  • It holds planning conversations in Q2 and buying conversations in Q1.

Additional agency insights:

• Opportunity: I don't see a ton of signs here for upcoming agency reviews, so refer to our VAI for more immediate opportunities.
• Current agency roster:
  • ​​​​​​​Publicis: Creative and digital AOR
  • Starcom: Media AOR
  • IF7: Agency partner (at least for this campaign project)
  • : Creative agency partner
  • : PR agency partner

Insight Sources: Broadcast insights estimated by Kantar.