Align Technology: Introduction of Invisalign Teen

Situation
Align Technology retained GOLD PR as its agency of record to support the company’s U.S. launch of Invisalign Teen. It also represented the first time in 12 years the company worked with an outside PR firm. With very aggressive goals and high expectations, GOLD PR immediately began implementation of many different media outreach programs to secure the best results in the shortest period of time.

Approach
GOLD PR took an integrated approach to the launch by executing a combination of traditional and social media tactics along with consumer lifestyle events to generate awareness and educate consumers. Tactics included: video news releases, satellite media tours, consumer lifestyle media tours, regional “deskside” media briefings, national mom blogger campaign and event series, established a Teen Advisory Board, Mom Advisory Board and much more. These media events served as ideal platforms to not only present some of the age-old problems associated with traditional metal braces for kids, but to dispel myths and educate parents/teens about the benefits Invisalign Teen.

Results
For 2009, Invisalign Teen news secured more than 296 million consumer impressions through traditional media activity alone, representing more than a 9 to 1 return on investment when measured by PR value. Highlights: 154 TV news segments; 383 radio placements; 45 positive blog reviews, 879 regional newspaper & online articles – with 65% being in the top 100 DMAs.