case study…
Invisalign®
By putting athlete stories at the center, Invisalign turned confidence into a cultural conversation
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Let's connect!
the challenge
As women’s sports gained cultural momentum, the Invisalign brand recognized an opportunity to connect in a more meaningful way 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. That meant finding a way to let real athlete stories lead, while still driving measurable consideration among a highly discerning audience.
Client
Industry
Services
our approach
Scripted, heavily branded content has saturated the social space, and audiences want to see the real person. Our approach was to create the Game Changers series to give Invisalign athlete ambassadors a platform for unscripted, authentic storytelling, inviting audiences into their everyday lives, including the routines behind their health and performance. With an authentic way in and a storytelling approach, Invisalign became a natural extension of their story: not just a smile, but part of the discipline and care behind how they show up and perform at their best.
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 ecosystem
Hero 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 letting authentic narratives carry the brand, 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. As a result, the campaign was recognized by the Titan Health Awards as a Platinum Winner in the Consumer Social Media Campaign category.
the impact
28M+
impressions across The GIST channels
323K
video views
10.7K
social engagements
✓ Successfully repositioned Invisalign as a culturally relevant brand within women's sports
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