Premium Smile
Case Study
A magical campaign for Premium’s magical new approach to dentistry
Healthcare
the challenge
Premium had finally found an absolute magical pair to run their Pediatric Dentistry department: Dr. Simchi and Dr. Cohen. Their approach involved real magic tricks to keep kids distracted, cutting-edge less invasive techniques that actually prevented cavities, and a gift for making kids feel like the appointment is the best part of their day.
That kind of magic deserved more than just an opening announcement. It deserved a launch.
what was their next?
Our goal wasn't just to fill chairs and cavities, it was to make the community understand and appreciate what they were getting: A practice that would FINALLY turn a dreaded errand into something kids looked forward to. And a method that could set children up for better dental health their whole lives.
We asked ourselves, what would a day look like for a child who was actually looking FORWARD to going to the dentist — instead of heading there, kicking and screaming?
the process
The campaign ran on two tracks simultaneously.
First, organic buzz. Before a single ad ran, we worked to build genuine word-of-mouth around Dr. Simchi and Dr. Cohen and their methods. A feature interview on The Perlowitz Show, one of the most-watched local content platforms in the community, put Dr. Simchi in front of tens of thousands of viewers across Boro Park, Flatbush, Williamsburg, and Monsey. A front-page advertorial in The View brought the story home to Premium Smile's Brooklyn audience.
Then, the paid campaign unfolded. Print ads, street posters, and sidewalk stickers rolled out in a deliberate teaser sequence, starting with “Is it time to go to the dentist yet?” and ending in the big reveal.
Visually, the campaign leaned into the joy and wonder of Premium Smile’s approach — warm, playful, and completely unlike anything else in the dental space.
the results
Premium Smile launched with full community awareness well ahead of opening day. The combination of earned media and a campaign built around a genuine story, rather than just an announcement, gave Premium Health exactly what they set out to create: not just a new practice, but a new standard for pediatric dental care in the neighborhood.