Daniel Lewis - Consumer Articles

Consumer
Articles

There are few better ways of introducing people to your products than getting featured in articles that help guide their buying decisions rather than just telling them about products. An article describing what makes a good whitening treatment or detailing how to combat sensitivity during whitening are far more valuable than just showing our product alongside others.

While listicles are pretty simple to attain coverage in, larger share of voice articles are much more difficult. I leveraged the popularity of our Spokesperson, Dr. Joyce Kahng, to earn many of these placements. We hosted a media event in Manhattan and invited content creators from more than 50 tier-1 publications in the beauty and lifestyle space.

Relationships made during this event turned into earned media that netted millions of views, notably an appearance on The Tamron Hall Show, a nationally syndicated talk show on ABC.

I landed a massive interview with Dr. Kahng and GQ, where Dr. Kahng was able to outline many of the key talking points that will help readers make educated whitening decisions and, in turn, find our products:

There is no shortage of teeth whitening and oral health trends shared across social media platforms. Unfortunately, they aren’t always the best fit for promoting good oral hygiene.

The Healthy, an offshoot of Readers’ Digest posted a HARO (Help A Reporter Out) asking for dentists who can talk about what to look for in a safe, quality whitening product. I connected the writer with Dr. Kahng who gave an insightful interview (and tasteful product mention) on the best ways to pick your teeth whitening options.

An interview I set up with Dr. Kahng and a writer for Elle led to Opalescence being named the best overall option for teeth whitening in this 2025 article:

Educating audiences on how to choose their teeth whitening is a constant objective. In this 2025 article, I set the reporter up with longtime Opalescence and Ultradent loyalist, Dr. Julie Kim, to detail what users should look for when filtering through whitening treatments: