Imagine straightening teeth as a first step towards better oral health.

Align Technology wanted to empower general dental practitioners across EMEA to expand their treatment offering by integrating Invisalign clear aligner therapy into everyday practice.

The opportunity was clear. But first, we needed to understand what was holding dentists back.

Our research uncovered the barriers to adoption and, importantly, what GDPs needed to feel confident offering clear aligners to their patients. That insight shaped a campaign built around one of the most powerful influences on behaviour: the experience of trusted peers.

We brought real GDP stories to the fore, giving dentists across different markets the chance to hear from people like them, in their own words. A regionalised, multimedia campaign combined local influencers with a compelling message: straighter teeth can be an important foundation for better oral health.

And it changed behaviour.

Within nine months, digital campaign traffic grew 43% year on year, the number of Invisalign-trained GDPs increased by 62%, and there was a more than 250% increase in GDPs treating at least three patients with Invisalign.

The campaign went on to win several industry awards, including PM Society Digital Awards Gold.