We made Power Dental Group the best-performing dental instrument manufacturer on the internet.
A clinical category, given a luxury point of view. A team, perfectly at ease on camera. And four content series the profession could not stop watching.
- A luxury-led digital identity that sets the brand apart from a clinical category
- A weekly filming rhythm, with the team media-trained and at ease on camera
- Instagram followers up more than elevenfold in the first nine months
- Four viral content series, from explainers to side-by-side comparisons, which the team still films today
- Partnerships with six respected clinicians and educators
Power Dental Group had spent twenty years and twenty-five US patents earning the respect of the profession. Online, the company was rather quieter than its reputation. When Kyle Lim took the helm from his father, he wanted the brand to look, sound and perform like the market leader it already was.
Finding the voice
Dental, as a category, tends to look sterile and clinical. We wanted Power Dental Group to feel nothing like the surgery, so we looked beyond medicine entirely, to luxury manufacturing: fine watchmaking, performance cars and aviation.
It was not an obvious starting point, which is precisely why it worked. These are the worlds many dentists admire in their own time. A look and feel built around their passions, rather than around selling them more work, gave a company of precision engineers a presence to match its craft.
From there we defined the messaging pillars and tone of voice, and refined how the brand looks, sounds and conducts itself online.
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Four stages of the new identity
Finding the rhythm
With the identity settled, we turned to the feed. Together with our production partner we built a social strategy suited to the business, settled the team into a weekly filming rhythm, and media-trained them on how they speak, present and carry themselves on camera.
The audience noticed. In nine months the Instagram following grew from 400 to 4,500, and the market began to treat Power Dental Group as one of its leading voices.
Instagram growth in nine months, from 400 followers to 4,500
Average reach
Engagement rate, well above the industry average
Finding the audience
Then we raised the stakes. From Q2 2025 we ideated, introduced and directed four new content series: the explainers, the optic, the how-to and the comparison. Each went viral, and the team still films all four today.
Alongside them we directed a run of mid-form vlogs. By the close of 2025 Instagram had reached 48,400 followers, with TikTok up 10,000 and YouTube up 5,000. No dental instrument manufacturer performed better online.
Instagram followers by the close of 2025, up from 400 at the start
New followers on TikTok
New subscribers on YouTube
Viral series, all still filmed today
The Explanations
Short, digestible explainers that make precision engineering easy to understand.
Play here
How-To
The products at work, step by step, in the hands of the clinicians who rely on them.
Play here
The Optic
A visual study of the instruments, shot with the care of a luxury campaign.
Play here
The Comparison
Power Dental Group's instruments set against the alternatives, and left to speak for themselves.
Play hereWe managed influencer relations, outreach and campaigns with respected clinicians and educators, lending the brand authority, and then some.
Dr Michael Apa
Aesthetic dentist · 638K followersOne of the most recognised names in aesthetic dentistry, with studios in New York, Los Angeles, Miami and Dubai.
Our workCollaborations, an office visit, and the introductions that saw his offices stocked with Power Dental Group crown removers.
Dr Melanie Silvestrini, DMD, FICOI
Aesthetic and implant dentist · 85.6K followersA Tufts-trained aesthetic and implant dentist in New York and Miami, a speaker and the host of Dental Talk 360.
Our workInfluencer relations: PR send-outs and collaborative content, managed from first contact to final post.
Dr Razel Zapanta, DMD
Dentist and creator · 55.1K followersA graduate of the Arizona School of Dentistry and Oral Health, sharing life in dentistry with a devoted following.
Our workPR send-outs and collaborative content, with the relationship looked after throughout.
Dr David Wong
Periodontist and brand ambassador · 30.6K followersA periodontist, author and speaker since 2003, practising across Tulsa, Houston and New York, and featured in Fox News and the Wall Street Journal.
Our workPower Dental Group's ambassador. We built the beginnings of the ambassador programme around him, alongside PR and content.
Dr Naif Sinada, DMD, MS
ProsthodontistA prosthodontist and clinical educator whose teaching centres on surgical and prosthetic innovation in digital dentistry.
Our workPR, and the first conversations towards designing his own instrument line with Power Dental Group.
Dr Lulu Tang
Dentist and practice ownerA Las Vegas dentist and the owner of Sahara Modern Dentistry, trained at Oregon Health and Science University.
Our workA paid partnership, with influencer relations and PR handled throughout.
Misch Implant Institute
Education partnerGlobally recognised dental implant training, now in its fifth decade.
Our workPower Dental Group is an official sponsor. REAU Studio directed and co-produced the collaborative reels and a collaborative kit.
By the end of our time together, Power Dental Group was no longer simply where dentists bought their instruments. It was the account its competitors checked first thing on a Monday morning.
VIS10N Holdings
REAU STUDIO