Colgate Total: Colgate Total Advanced Health Mouthwash

 

Campaign Summary

To promote a new mouthwash, Colgate capitalized on the motion sensors in mobile devices, which allowed users to experience the sensation of shaking the product to combine its liquid ingredients.

Strategy

Objective and Context:

To bolster its ability to compete with other brands’ mouthwash product lines, Colgate introduced Total Advanced Health Mouthwash — an antibacterial product that kills 99% of germs on contact.

The brand’s overall objective for the Colgate Total Advanced Health Mouthwash campaign was to drive product trials and sales at key retailers — namely Walmart and Target. This product was new to market and so it was imperative for Colgate to increase brand awareness in an effort to push consumers to try the product. To give itself a tool to engage consumers with, Colgate created a “Shake-to-Clean” feature for mobile devices that simulated the sensation of shaking the product to combine its liquid ingredients. In addition, the brand developed mobile-specific videos that demonstrated the product’s three-step cleaning action. To gauge the campaign’s success, the brand measured engagements and footfall traffic to the key retailers.

Target Audience:

Hispanics were an important target of the campaign. Geographically, the campaign targeted areas within a five- to ten-mile radius of key retailers.

Creative Strategy:

Partnering with Aki Technologies, Colgate developed a mobile feature that allowed consumers to use their devices to experience what it felt like to shake a bottle of Total Advanced Health Mouthwash themselves. In addition, Colgate created a series of short-form, mobile-specific videos that showcased the product's three-step cleaning action.

Execution

Overall Campaign Execution:

The overall campaign budget was $71,000 for a one-month execution, all of which was devoted to mobile. To reach its desired audiences, the brand utilized first- and third-party data to identify Core and Bicultural Hispanics who had recently purchased oral care products, and analyzed these audiences to discover their moments of highest receptivity — at which points, Colgate served them its Shake-to-Clean promotion. By geo-fencing Walmart and Target locations within a five- to ten-mile radius, Colgate was able to drive foot traffic to these key retailers. Colgate was thus able to increase awareness and influence purchase consideration and sales.

To optimize the campaign’s performance, the brand made adjustments in real-time, taking into account creative, time of day, location, a user’s gender, and even motion.

Mobile Execution:

As its centerpiece depended on the motion sensors in mobile devices, Colgate executed its campaign exclusively on the mobile channel.

Results (including context, evaluation, and market impact)

The campaign was deemed successful by Colgate, reaching all of its goals, and even surpassing them. Specifically, it:

  • Generated over eight million impressions
  • Logged 81,161 Shake-to-Clean engagements through its mobile feature as well as 3,347 “Learn More” clicks and 2,325 “Find a Store” clicks.
  • Achieved an 11.62 percent lift in overall store visits (13.61 percent for Walmart and 8.94 percent for Target).
  • Garnered a 1.74 percent click-through rate overall (2.25 percent in Walmart and 0.96 percent in Target), compared with its goal of 0.8 percent.
  • Achieved an engagement rate of 5.61 percent by the end of the campaign (7.13 percent in Walmart and 2.76 percent in Target), compared with its benchmark of 2 percent.

Categories: | Industries: | Objectives: Innovation | Awards: NA Bronze Winner