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Colgate optic white_effie

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Colgate optic white_effie

  1. 1. Colgate Optic White Models School campaign
  2. 2. Market situation tooth paste market leader whitening tooth pastes segment leader
  3. 3. New whitening tooth paste launch! Communication tasks: To be noticed by the customers. To make customers fall in love with Colgate Optic White.
  4. 4. Challenge Standard message: Make your smile whiter!
  5. 5. Challenge communication” “Loud and non-standard
  6. 6. Our goals: Colgate Optic White SOM +0,6 p.p. Task: 1,5% in Apr’13 (v.s. 0,9 in Feb’13) Number #1 SKU
  7. 7. Our goals: Prompted Brand Awareness up to 30% (+17p.p. vs. February 2013)*; Purchase intent up to 15% (+7p.p. to vs. February 2013).
  8. 8. Audience insight: Young girls 18-24 y.o adore fashion, shopping, beauty products browsing …
  9. 9. Audience insight: Process of oral care products picking up is not interesting.
  10. 10. Decision Hygiene → Beauty
  11. 11. Big Idea: Colgate Optic White gives you real chance to become a model thanks to your snow-white smile!
  12. 12. Colgate Optic White is your pass to the World of Fashion!
  13. 13. Girls strive to imitate models and look like them.
  14. 14. Bringing idea to life “Colgate Optic White Models School” + =
  15. 15. Bringing idea to life Internet is #1 media for our target audience
  16. 16. Bringing idea to life “Colgate Optic White Models School” website
  17. 17. Bringing idea to life Like & Share -> Win gift certificates from Colgate and Kira Plastinina
  18. 18. Bringing idea to life
  19. 19. Bringing idea to life colgate_day_04 (0.13-0.20) colgate_day_05 (0.43-0.50)
  20. 20. TVTVC+PromoTag 20s_3x4_4 (0.5-0.10)
  21. 21. Internet
  22. 22. POSM
  23. 23. Ukrainian Fashion Week
  24. 24. PR
  25. 25. Kira Plastinina co-promo
  26. 26. FINAL SHOW
  27. 27. Brand was noticed! 20s_3x4_4 (0.10-0.15)
  28. 28. Results Prompted Brand Awareness Plan Up to 47% !!! +17 p.p. vs. planned + 34 p.p. vs. campaign start Jun’13 vs. Feb’13 Actual +17р.р. +34р.р.
  29. 29. Results Purchase Intent Purchase Intent up to 24%. + 16 p.p. vs. campaign start and + 9 p.p. vs. planned Jun’13 vs. Feb’13 +24р.р.
  30. 30. Results Market share up to 2,2% vs. 0,9% before the campaign start (+0,7 p.p. vs. plan), i.e. + 1,3 p.p. just in 2 month Tremendous Sucess #1 SKU in the market! 2,2% 0,9%
  31. 31. Results Market share Blend-a-Med Colgate Colgate got ahead of Blend-a-med by market share in whitening segment
  32. 32. Colgate Optic White” whitening tooth paste for your beauty!

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