Dr Teal’s

Dwayne Wade Organic Partnership

THE ASK

Reposition Dr. Teal’s as an everyday necessity for consumers - not just another drugstore impulse or special occasion purchase.

THE PROBLEM

Mineral soaks are an infrequently bought product category despite a wealth of benefits to the user. How can Dr. Teal’s soaking products be elevated to a staple item that no bathroom should be without?

THE SOLUTION

First, broaden our target to span multiple demographics, with a specific focus on increasing awareness to a more multicultural audience. Secondly, leverage product launches into engaging content, in part by solidifying new organic partnerships with athletes and celebrities across industries.

THE EXECUTION

Throughout five years as Dr. Teal’s social agency, CMM transformed the perception of the brand in the eyes of the target consumer through campaigns of a type previously unseen in this category.

To highlight one such example: CMM’s partnership with NBA basketball star Dwyane Wade began after he used Snapchat to share his love for Dr. Teal’s. We ultimately partnered with Dwyane to coordinate organic posts, showing Dr. Teal’s the value of a partnership with a star of his caliber. This lead to a paid partnership opportunity that the brand is currently considering.

Organic Partnerships, Content Production and Strategy, Art Direction, Digital Advertising, Influencer Marketing, Community Management, Reporting

THE RESULTS

• Obtained organic social posts with Olympic athletes, fitness bloggers, actors and influencers through community management

• Doubled Instagram follower count

• Brand doubled its investment in CMM’s engagement strategy

Dwayne Wade Organic Partnership

• Organic celebrity brand ambassador

• Brand credibility through tie to major athlete

• Increased visibility and impressions (Wade: 10.6M followers on Instagram)

• Throughout the period of our relationship with Dwyane:

  • Instagram engagement increased by 30%

  • Instagram following increased by 14%