Dr. Sheffield's Engages with Their Audience across Boston’s Districts
As the official toothpaste of the Boston Red Sox, Dr. Sheffield’s Certified Natural Toothpaste intended to make an impact with their Boston audience during 2020’s baseball season. But with an unforeseen game schedule and precautions around fan attendance, the Sheffield team looked to activate their partnership in new ways that would still reach this target audience in an authentic way.
To start raising awareness and keep their brand top of mind, the team posted simple and impactful content, promoting the brand partnership with the Boston Red Sox and driving foot traffic to local CVS retailers for purchase.
Every neighborhood ran unique content calling out the specific neighborhood across Soofa’s diverse footprint.
To add a layer of engagement, Dr. Sheffield’s sponsored four poll questions on the “Opinion” section of Soofa Signs. Passersby texted in their answers to questions like “What should be our next flavor?” sparking a deep brand impression and hilarious conversation, as the three most recent approved answers showed on the Signs to the amusement of the neighborhood.
"It's not your typical side-of-the-bus advertisement. You can be adaptable; we can change in real-time. Certainly it's an emerging way to advertise and spread information.”
- Matt Royer, Marketing & Product Development Manager, Sheffield Pharmaceuticals
Their polling questions received over 50 responses within three weeks, and added over 3 million additional brand impressions to their campaign.
The most successful question, “What should be our next flavor?”, even gave them some actionable suggestions like “buttermint,” “chai,” and “pumpkin spice” (Along with crowd favorites “orange juice” or “pork chops”).