Invisalign is only for grown ups.

and teens!
Expanding teeth straightening innovation to new generations
Identify barriers to adoption
Social media posts including a patient smiling at an Invisalign appointment.

The rule they were rewriting

Invisalign, a leader in alternative teeth straightening, faced a common perception that it’s primarily suited for adults, leaving traditional braces as the default for kids and teens.

‍

The Invisalign team partnered with 5&Vine and Throughline Strategy to explore opportunities to enhance brand trust, awareness, and conversion within the kids, tweens, and teen market. This involved understanding the crucial role parents play in the decision-making process.

A collage of Invisalign ads showing aligners, before-and-after results, and smiling patients.

The rule we rewrote together

Our strategy aimed to deepen Invisalign’s understanding of the various stages, touchpoints, and channels relevant to non-adult consumers, parents, adults, and prescribing doctors. 

Invisalign app

Comprehensive patient journey:

Supporting Throughline in mapping transactional moments, key decisions, and emotions.

A close-up of a hand placing a clear Invisalign aligner into a black-and-blue storage case.

Defined intrinsic motivations, concerns, and needs of our target audience:

Extracting core insights from primary research methods such as human-centered video interviews, ethnography with teens, parents, adults, and healthcare providers in the US. Fieldwork check-ins allowed us to refine our probes as the research unfolded.

A woman smiles outdoors while holding a clear Invisalign aligner.

The impact

By reframing orthodontics for kids, tweens, and teens, Invisalign positioned itself to:

Earn parental trust:

Positioned Invisalign as the braces alternative parents feel confident choosing for their kids, tweens, and teens.

‍

Remove barriers to adoption:

Delivered clear insights to understand and address hesitation points, making adoption easier.

Unlock a new audience:

Set the foundation to build awareness and preference with the next generation, expanding Invisalign’s market beyond adults.

Invisalign is redefining orthodontics for the next generation, making confidence and innovation the new standard in teen smiles.

Overhead view of Fresh n’ Lean packaged meals including salmon, vegetables, and venison in sealed containers with branded labels.
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