The work

We partnered with Kaitlin & Josh, one of TikTok's most-loved influencer duos, to launch the campaign. They kicked things off with a prank that looked exactly like their usual content: no script, no product shot, no brand mention. Then came the reveal, a second video where the duo received their own PR box, complete with a voice message from TheraBreath's founder, Dr Katz, pushing their audience straight to a landing page to nominate a friend. From there, the whole campaign caught: organic content across TikTok and Instagram, influencer seeding through 100 more creators reaching a combined following of over a million, paid support across TikTok, Instagram and Snapchat, and an always-on community team keeping the conversation alive in the comments. The real-world activation underpinned it all: PR boxes hand delivered so the message landed in person, a purpose-built microsite and SMS journey that turned every nomination into a real, delivered moment, and two giveaways that kept people coming back between the launch spike and the campaign's close.