It’s a reusable dental flosser — auto-restringing, silver ion sterilized, 90 uses per capsule, 100% recyclable refills. And nobody can tell by looking at it.
That’s the brief: the product form had outrun user awareness. Visual content had to close the gap.
Two Lines, Two Languages
QicoBay launched two products in 2024. The C1S ($29, nine Morandi colors, 29g, clips to a bag strap) targets urban consumers aged 19–35. The P1 ($79, full metal body, UV sanitizer case) targets mature professionals aged 35–65.
Same core technology. Completely different audiences. Our first call: this is not a one-video problem.
C1S — Stop Explaining, Start Styling
The C1S added a hangable clip — a small feature that turned it from a bathroom tool into something visible on a bag strap. Once it’s visible, color becomes coordination.
The TVC “See One Smile” doesn’t mention a single spec. Color-matched outfits, macarons, split-screen lookbook edits, and one recurring sequence: eat, unclip, floss, smile. No voiceover, no supers. The action is the message.
P1 — One Push, One Pull
The P1 looks least like a flosser. Metal case, opens like a jewelry box. Its audience won’t click through on aesthetics alone — they need to understand what it is.
The entire TVC is built around one recurring action: push the slider up (floss deploys, auto-locks), pull it down (used floss retracts, fresh floss ready). Three characters drawn from real user profiles — an older couple, a young engineer, a mother of eight. Different scenes, same motion repeated until it sticks.
~15,000 YouTube views. Best-performing video on the channel, with the vast majority of views from outside the subscriber base.
Q-Lab — Making the Invisible Visible
Hygiene is the P1’s most important selling point and it’s hardest to film. Silver ion sterilization and UV sanitization happen inside the product, invisible to the eye.
Q-Lab test films: three experiments, two minutes total. UV efficacy verification (petri dish colony counts), silver ion antibacterial performance, and cleaning effectiveness on a dental model. No voiceover, no dramatic framing. Lab, equipment, samples, results.
This content lives on the Kickstarter page and product detail pages as trust infrastructure, not social content.
Paid Media + Photography
Six paid media shorts using a cross-paired selling point structure: appearance + portability, restringing + capsule replacement, restringing + sterilization. Two videos per pairing, each under 30 seconds, across YouTube, Facebook, Instagram, and TikTok.
Product photography carried the two visual strategies into stills. C1S: young talent, colorful settings, backpacks and jeans pockets. P1: mature talent, refined interiors, leather travel kits and vintage luggage. Same “carry” scenario, two completely different executions.
Results
- P1 Kickstarter: $91,591 raised, 712 backers
- P1 TVC: ~15,000 YouTube views (134 subscribers)
- C1S TVC: ~4,500 YouTube views
- Deliverables: 2 TVCs, 1 lab test series (3 tests), 6 paid media shorts, ~100 product photos
Each format answered a different question:
TVC — “Who is this product for?”
Paid media — “How does it work?”
Q-Lab — “Can I trust it?”
Photography — “What does it look like in my life?”
The hardest part of marketing a new product category isn’t explaining features. It’s placing the product naturally enough in someone’s picture of daily life that they think: “Yeah, I could use that.”
