What market insights drove your campaign?

We identified a clear gap between where people seek health information on social media, and who is creating it. In Indonesia, younger audiences increasingly turn to TikTok, Reels and Shorts for advice on beauty, wellness and self-care, including oral health.

However, while there are many lifestyle creators, there are relatively few dental professionals creating content that is both credible and entertaining.

Existing experts often lacked the tools, confidence or content knowledge to thrive in social spaces. At the same time, Indonesia faces oral health challenges, with many people avoiding dental visits due to fear, misinformation, or the low availability of dental clinics. This created a strong opportunity for Pepsodent to help credible dental voices become more visible, relatable and influential online.

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How did the campaign strategy evolve?

The strategy began as a content initiative but evolved into a capability-building platform.

Rather than simply partnering with influencers, we saw greater long-term value in developing a new generation of creators from within the dental community itself.

This shifted the focus from one-off campaign assets to building an always-on ecosystem of trusted “dentfluencers.”

We designed the first workshop as a pilot model combining creator inspiration, practical production skills and confidence coaching. Bringing in both a global dental influencer and local creators ensured participants learned from aspirational success stories as well as platform-native expertise. Following strong early feedback, the strategy expanded toward creating a repeatable toolkit that can scale across additional markets.

Tell us about some of the challenges of putting the campaign together for launch.

One of the main challenges was blending two very different worlds: professional dentistry and fast-moving creator culture. Many participants had deep expertise but limited experience being on camera or producing social-first content, so the programme needed to feel approachable, practical and confidence-building. Another challenge was ensuring the content remained evidence-based while still being entertaining and platform-relevant.

One of the main challenges was blending two very different worlds: professional dentistry and fast-moving creator culture.

We also wanted the first workshop to feel premium and credible, which required coordinating international talent such as The Singing Dentist alongside respected local creators. Finally, because this was a new model, we needed to design a curriculum that could deliver immediate impact while also being scalable for future markets.

What were the results in terms of KPIs? Did you track any unexpected metrics that proved valuable?

The pilot focused on capability-building and proof of concept rather than traditional media KPIs alone. Participants reported 30% increase in engagement per post, 100% increase in followers, and 100% increase in confidence to create content. Pepsodent also saw an 8% increase in brand trust.

We also measured enthusiasm to continue creating and willingness to participate in future Academy programmes.

One unexpected but valuable metric was the level of peer collaboration among participants, with many organically networking, exchanging ideas and planning future content together. This indicated the Academy was not only creating individual creators, but also helping build a sustainable creator community around oral care.

Did the campaign spark any interesting audience reactions or conversations?

One of the strongest reactions came from participants recognising that social media could be a powerful extension of their professional role, rather than something separate from it. Many expressed excitement about making dentistry feel more human, approachable and less intimidating online. Conversations also emerged around how creators can responsibly balance entertainment with evidence-based advice, which reinforced the need for credible voices in these spaces.

The involvement of The Singing Dentist generated strong interest, showing participants what is possible when expertise meets personality and creativity. More broadly, the campaign sparked discussion around the future of “dentfluencers” and how healthcare professionals can shape healthier habits through culture-led content.

All images provided by McCann.