case study…
Invisalign®️
By putting athlete stories at the center, Invisalign turned confidence into a cultural conversation.
Let's connect!
Let's connect!
the challenge
As women’s sports gained cultural momentum, Invisalign recognized an opportunity to connect more meaningfully with adult and mom audiences through its platform of confidence. But in a competitive, regulated category, visibility alone was not enough. This audience values authenticity, representation, and lived experience over traditional product-first marketing, requiring the brand to build trust through genuine connection. The challenge was to shift perception from product to purpose by showing up as an authentic participant in the women’s sports movement while still driving consideration and action among a highly discerning audience.
Client
Industry
Services
our approach
We redefined the role of the brand, positioning Invisalign not as the hero, but as a champion of confidence embedded within real athlete journeys.
Rather than building a traditional influencer campaign, we developed a social-first storytelling ecosystem grounded in authenticity, culture, and scalable content.
Key tactics:
Athlete-first storytelling strategy: Partnered with athletes whose real experiences reflected confidence as an ongoing journey, not a single moment
Strategic talent selection: Identified three core athletes across different sports and career stages, Croix Bethune, Diana Flores, and Flau’jae Johnson, each with their own take on on resilience, cultural relevance, and authentic alignment with Invisalign
Documentary-style content production: Captured “day-in-the-life” narratives in real environments, from training to personal spaces
Three-tier content ecosystemHero films: cinematic, emotional storytelling
Support content: gameplay and in-the-moment confidence
Mini-stories: candid, social-native content designed for engagement
Athlete-led distribution: Activated content across athlete-owned channels to build trust and reach audiences in authentic environments
Cultural and media amplification: Extended reach through partnerships with platforms like The GIST, embedding the campaign within trusted editorial spaces
Subtle brand integration: Positioned Invisalign as part of the athlete journey, not the focus, reinforcing credibility while allowing stories to lead
The campaign successfully repositioned Invisalign as a culturally relevant, purpose-driven brand within women’s sports. By elevating real athlete voices and embedding the brand within authentic narratives, Invisalign built trust in a way traditional marketing could not. Most importantly, the work demonstrated that when brands lead with human stories instead of product messaging, they can move audiences from inspiration to consideration, and ultimately to action.
the impact
323K+
views on Invisalign Instagram
10.7K
engagements with an average engagement rate of 3.3% on Invisalign Instagram
28M+
total impressions across campaign channels on the GIST platform
✓ Successfully repositioned Invisalign as a culturally relevant brand within women's sports
✓ 190,400+ views across Instagram and YouTube on GIST platform
✓ 12.75% engagement rate on top-performing social content on GIST platform
✓ 10.6K+ content hub impressions on GIST platform
Want to see more?
