Invisalign is increasing its social media presence to target Gen Z consumers with a new creator-led campaign initiative. 

Invisalign is increasing its social media presence to target Gen Z consumers with a new creator-led campaign initiative. Focusing primarily on TikTok, Invisalign’s “Stay Clear of Drama” campaign will be emphasizing the “hassle-free nature” of their products. The brand is tapping creators with large followings on the app like Trey Makai, Symonne Harrison, Kyle Gordon, Linette Garcia, Tyler Bender, and Kai Cameron. The creators will be pitting the ease of Invisalign against traditional metal braces and building upon the brand’s “Drama Free” Roblox activation from last year. While Gen Z generally aren’t the ones making purchasing decisions when it comes to orthodontics yet, YPulse data shows 30% of Gen Z virtual world gamers say their life in a virtual world has influenced the brands they like in real life—so it could lead to them asking their parents to go the Invisalign route. (Marketing Dive)