Copywriting Exercise - Toothpaste Social Media Campaign

Develop a Great Social Media Campaign for Toothpaste

Toothpaste
Toothpaste. Getty Images

Copywriting Exercise:

Copywriting exercises help you become a better copywriter, no matter what your advertising experience level. This copywriting exercise helps you write a toothpaste social media campaign. It can be as small as one Facebook ad, or something encompassing a whole host of tactics and platforms. The scale is up to you.

Note: The content in this copywriting exercise is fictional. Any resemblance to actual products, scenarios, people or companies is a coincidence.

Before You Begin:

First and foremost, a social media campaign can be vast and far reaching, or it can be limited to a few posts on a popular platform like Facebook or Twitter. The key to social media is to understand the specific audience you are targeting, and to reach out to them in a way that is not annoying, intrusive, or "spammy." You know yourself that those experiences, especially on mobile, can ruin your interaction and give you a very bad impression of the brand. 

Before you start reading the brief, here are some articles to help set the stage, and give you a foundation in digital and social media that can help with your ideation.

Advertising Media:

Ad(s) that run across social media platforms including Facebook, Twitter, and Instagram. 

Product:

Whitening toothpaste

Company Name:

SNOW

Tagline:

The company wants you to develop a tagline.

Target Audience:

Millennials. These young men and women are open to new products, but do not like being advertised to. They need a reason to purchase, beyond a price. They are open to engaging with a brand, especially on social, but speak their language. Talk to them, not AT them. 

Ad's Focus:

This is not a new product launch but its intended audience is new to SNOW's marketing strategy.

The campaign is targeting this new, younger audience. 

Special Promotions:

Results in 7-days guaranteed or your money back.

Challenge:

The company has had great success marketing SNOW to older men and women. A majority of SNOW's advertising budget will be moved to market SNOW specifically to millennials. SNOW execs feel there's a huge gap in the whitening toothpaste market when it comes to advertising the product to this younger audience. 

Tone:

This is a younger, savvy crowd. They spend over 3 hours and 40 minutes of every day on their phones. They know more about apps than any other generation, and they use them regularly. To that end, you cannot be patronizing, and should avoid puns (for example It's SNOW Joke). The tone is witty, friendly, open. SNOW is here for them to look good, feel good, and get dates. 

Additional Information:

• This print ad will appear in Esquire, GQ, Men's Health, Men's Journal and Sports Illustrated.

• The cost of the product is $22 for a 4.5-ounce tube or $14 for a 2.5 ounce tube.

• Due to the product's price, most of SNOW's customers are professionals.

• American Dental Association (ADA) approved.

• SNOW removes all stains caused by coffee, tea and tobacco.

• Regular use of SNOW protects teeth from future stains.

• Safe enough for daily use.

• No harsh abrasives or chemicals that cause irritation.

• A clinical study shows SNOW whitens teeth 224-percent more effectively than the leading brands of whitening toothpaste.

• Order at the company website.

This information is provided to help you write the advertising material. You can use or not use all of these points at your own discretion.