Submitted by Stride Social LTD

Laifen Wave Toothbrush CES Launch

Stride Social ran a creator-led launch for Laifen's Wave toothbrush around a United States consumer technology show, and the agency reports 240万+ views across the activity.

260k+campaign likes
2.4campaign views
35k+total shares
2.4Mviews, likes and shares of promotional

Case in 60 seconds

Laifen had built success on flagship beauty and personal care products in the United States and Europe, so the Wave toothbrush had to launch into oral care attention at a technology trade show where the brand was competing against the entire show floor.

The campaign appears to turn on the observation that a trade show gives a product a few days of concentrated attention and then withdraws it, so interest has to be rebuilt afterwards through content made for audiences who were never watching the show.

Treat the show as the opening of the launch rather than the whole of it, pairing technology creators shooting on the floor with a second wave of content afterwards that carried the product past a technology audience.

Stride Social travelled to the United States consumer technology show and directed creators with technology audiences through filming on site, then shot and published further content after the launch event, running short form and longer video across TikTok, Instagram and YouTube.

Stride Social reports 240万+ views, 26万+ likes and 3.5万+ shares, and describes the launch as drawing wide attention at the show and high regard among technology brands.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Audiences in the technology vertical reached through creators at the consumer technology show, and audiences outside technology reached through the content published after the launch event.
An electric toothbrush arriving at a technology trade show has to be read as a technology product rather than a personal care one, which is why the creators cast for the on-site content came from the technology vertical.
Laifen used the show as the stage for its newest product rather than its established flagship line, positioning the Wave as the brand's claim on a category it had not previously led with.
Based on the available evidence, the post-event content exists because attention around a launch decays once the event ends, so a second round of material was needed to recapture the same viewers and pick up new ones.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube
  • long-form content
  • long-form video
  • short-form content
  • short-form video
  • video

Partners

  • Stride Social LTD (lead_agency)

Creator role

  • selected influencers whose audiences aligned with the tech space

Results & Evidence

MetricValueResult type
campaign likesCampaign Likes 260k+performance
campaign viewsCampaign Views 2.4 Million+video_views
likes26万+performance
shares3.5万+performance
total sharesTotal shares 35k+performance
views, likes and shares of promotional contentThe promotional content achieved over 2.4 million views, 260,000 likes, and 35,000 shares, marking a highly successful campaign that elevated the brand's profile.video_views
views240万+video_views

Why Stride Social LTD's strategy worked

  1. 1

    A trade show launch reads as a beginning rather than a campaign, because the post-event content is what reaches audiences who do not follow show coverage and what keeps a product in circulation after the floor closes.

  2. 2

    Casting creators for the technology vertical gives a personal care product the credibility of the show it launched at, while the later non-technology content is what converts that credibility into reach beyond the category.

  3. 3

    Running short form and longer video together across three platforms suggests the agency treated reach and interaction rate as separate problems solved by different formats rather than by a single asset repurposed.

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