A focus on just social media does not make for a solid digital strategy, but the overwhelming majority of brands who hold top spots in L2’s Digital IQ Index are active on major social platforms. In L2’s inaugural France Personal Care Index, however, Oral-B places fourth and is named Gifted despite its limited country-specific social investments. While globally present on Instagram and Twitter, Oral-B has a France-specific site only on Facebook.
Oral-B makes up for social inactivity in France with visibility across major search platforms. It dominates Amazon.fr results, appearing in 81% of first page search results for “brosse à dents électrique” and 61% of search results for “brosse à dents.” It also has an average of 120 reviews per product on Amazon, third after Braun and Pampers. On couponing and product sampling site enviedeplus.fr, Oral-B is runner-up in quantity of reviews with 2,365 submissions.
Last year, L2’s Social Platforms study found that social media traffic accounts for a small fraction of conversions. And Oral-B’s case in France is additional proof that it’s possible to be a strong digital brand without extensive social media investments.