Sensodyne wasn’t a sponsor of the Winter Olympics. Yet, as the event approached and excitement built within the country, the brand wanted to find a way in. 

Beyond Sponsorship: Athlete Stories 

Famous

In partnership with Sensodyne, Grey conducted a meta-analysis of public sentiment and noticed a cultural shift: for the first time, people in China were supporting athletes for their efforts, regardless of medal outcomes. Without access to official Winter Olympics or national team assets, Grey decided to share the stories of two athletes' efforts as the content to engage with the audience during the event.

The campaign's impact was remarkable, demonstrating the power of authentic storytelling. Both featured athletes not only inspired audiences but ultimately went on to win gold medals, further validating the campaign's focus on effort. This effort ran across digital social channels.

Effective

• 280M exposures 

• 45M views 

• 750,000 engagements 

• 12.8% increase in sales volume