Colgate asked VML to create a campaign that leverages the British shoppers trust in Colgate. The campaign is seeking to raise 1 million smiles from the British public and on reaching that target Colgate will donate £100,000 to UK children’s charity Barnardo’s.
Using Facebook as the digital hub of the campaign, we have executed Colgate-Palmolive’s first use of social media in the UK. We developed a Facebook app along with on-going messaging, community management and creative for Facebook ads. The app delivered a branded and premium environment which allows people to upload their smile photos and stories.
A smile-o-meter on the app homepage means users have a visual update on the smile total. The app also delivered the ability to choose photos from Facebook, making the photos easy to upload.
A ‘Keeping Britain Smiling’ watermark was added to the uploaded photos, keeping them consistent and branded. And the ability to share these helped amplify the campaign virally. There was also an opt in email with a money off coupon helps keep Colgate front of mind in store.
In June the campaign culminated in a large scale digital out of home campaign, using photos uploaded as a thank you to those who have participated. Uploaded Facebook pictures have been randomly displayed on digital billboards across Birmingham, Liverpool and London.
The campaign the page had generated over 60,000 likes and met its target. It received 175,360 total page views of which 60% of were unique and posts were viewed 2,768,522 times; along with numerous unprompted positive comments about the Colgate brand and media coverage.
In August, Colgate presented the cheque for £100,000 to Barnardo’s.