CASE STUDY

ORALMAX

Bringing oral care products to the streets — a high-energy social strategy powered by street-style interviews, viral trend hijacking, dynamic Reel edits, and a modern product visual identity system.

CLIENT: Oral Max
INDUSTRY: Oral Care
SCOPE: Social Media
LOCATION: Regional / Worldwide

WHAT THE
CLIENT NEEDED

Oral Max is an innovative oral care brand dedicated to modernizing daily dental hygiene with high-quality products. While their products offered superior results, traditional oral care advertising on social media felt repetitive and boring.

The challenge was clear: consumers skip traditional product ads. To dominate feeds on Instagram and TikTok, Oral Max needed a content strategy that felt organic, entertaining and highly engaging — stopping the scroll with street-style interviews and viral trends that naturally showcase product benefits without feeling like a sales pitch.

HOW WE
GOT THERE

We turned everyday oral hygiene into street-level viral entertainment. By taking wireless mics to the streets and tapping into trending social audio, we tested people's oral habits live, created relatable meme formats, and effortlessly routed viral viewers to the Oral Max store.

STRATEGY

Street Interviews: unfiltered reactions, street taste tests and oral hygiene trivia.
Trend Hijacking: adapting viral sounds, trending challenges and product memes.
Product Spotlights: high-energy visual showcases highlighting product benefits and results.

CREATIVE DIRECTION

Oral Max viral trend content calendar spreadsheet

Viral Trend Strategy & Content Calendar

PRODUCTION

Scripting street questions on phones in a toothpaste aisle

Filming a creator on a tripod-mounted phone in a cosmetics store

The Viral Blueprint

Every video relied on immediate retention triggers:

0–2SInstant Hook
2–10SStreet Question / Product Challenge
10–25SFunny / Relatable Reaction
25–40SOral Max Solution & Shop CTA

WHAT WE
CREATED

Ten short-form videos built for Instagram Reels and TikTok — street pranks, aisle interviews, trivia, taste tests and product hooks, each one scripted on the Viral Blueprint.

REEL · 0:39

REEL · 0:41

REEL · 0:24

REEL · 1:19

REEL · 0:51

REEL · 0:34

REEL · 1:06

REEL · 0:41

REEL · 0:58

REEL · 0:14

PRODUCT HOOK

Mango Sorbet Toothpaste

THE NUMBERS

111+ Number of videos delivered, and the number only keeps on increasing.

696,000+ Views received on our single most viral video.

3 Platforms served at the same time.

52%+ Increase in followers on Instagram. And counting.

The content engine that we have made for Oral Max has not only helped in creating a strong organic customer base which keeps on purchasing from the brand, but it has also enabled us to create mass appealing performance media creatives that help Oral Max continue scaling their ad campaigns on Meta without the risk of creative fatigue. Shoutout to Subhan Ahmed, the founder of Oral Max, who has always given TUMA the creative freedom it needs to make sure our brands stand out.