Colgate launched a "Selfie for Change" campaign on Facebook to promote oral health among children in India and raise money for an NGO. The campaign encouraged users to upload photos of smiling children and helped brighten lives through donations. It aimed to engage "mummy bloggers" and drive corporate responsibility messages. The campaign was successful, growing its Facebook page likes from 0 to over 15,000 in the first month, reaching almost 1 million people and raising $100,000 for the NGO by year's end. It also provided a platform for ongoing Colgate initiatives and general oral care discussions.

1. Actualization
1
Ideation Growth

2. 2Agenda & Process Tree

3. 3
Research For Campaign
Target Audience | Product Offering | Online Medium

4. 4
Campaign will be focused to target audience who are children
below 16 years of age.
We will focus on “Healthy Smile” through relevant online
campaigns.

5. 5
Facebook App will be
the “Online Medium”
to launch the contest
Other social media will be used to create “buzz”
We will convert Social
media “Buzz into
Buck$!” With
“Target Audience”

6. 6
Strategically Planning
Objectives | Idea | Results

7. 7
Poor oral health is a significant issue, particularly
among the disadvantaged. While Colgate has a
well-established, behind-the-scenes oral health
program, “Selfie for Change” is designed to
strengthen the emotional bond to the Colgate
brand.
Objective

8. 8
Colgate ‘Selfie for Change’ Facebook app brings
together children and smiles with the bold objective to
get every child in India smiling. By uploading a photo of a
smiling child, users were not only sharing smiles but
helping brighten the lives of disadvantaged children with
a donation to XYZ NGO. This will not only allow Colgate to
engage with the powerful ‘mummy bloggers’ but also
drive a corporate responsibility and product messages.
Idea
There is no success
without a fulfilling
“community”

9. 9
Page likes is expected to grew from 0 to over 15,000
likes in its launch month, resulting in a reach of just under
1 million people, well on the way to reach its $100,000
target for XYZ NGO by year end. In addition, the
Facebook community has provided a springboard and
active audience for ongoing Colgate initiatives relating to
Selfie for Change and general oral care.
Results

10. 10
Tactics For Campaign
Facebook App | Marketing Plan

11. 11
“Donate a Smile” Feature
Will Encourage People to
Participate in CSR Activity
Where they can also Win
Price & Explore
“NGO Donation” Feature
Will make things
transparent and CSR
activities will be supported
by everyone

12. 12

13. 13
Corporate Social Responsibility
From Society To Society

14. 14
USP
Your “Smile” Will Serve
hundreds of Other “Smiles”

15. 15
Evaluation Process
Facebook Performance |Results Declaration

16. 16
Performance tracking can be
done easily due to single
medium of running campaign
that is “Facebook Application”

17. 17
Judging Parameters
1. Time your users spent on the
page
2. The location they are viewing
your page from
3. Traffic sources

18. Sample Video Marketing
18

19. Judging round Entries close Judging date
Week 1 28 September 2014 30 September 2014
Week 2 5 October 2014 7 October 2014
Week 3 12 October 2014 14 October 2014
Week 4 19 October 2014 21 October 2014
Week 5 26 October 2014 28 October 2014
Week 6 2 November 2014 4 November 2014
Week 7 9 November 2014 11 November 2014
19
There will be seven (7)
judging rounds. Judging
will take place at 11.00 IST
on the dates listed in the
table below at right.
Entries will be judged by a
panel of judges from
Colgate-Palmolive Pty
Limited. Nov 2015
All entries will be judged individually on their merits based on the overall creativity
and styling of the photograph. The best entry each week, as determined by the
judges, will each receive a prize. There are seven (7) prizes to be won. Prizes will be
awarded to the entrant who uploaded the photograph. The judges’ decision is final
and binding - no correspondence will be entered into.
Guidelines

20. 20
Measuring Success
Engagement Ratio |Brand Awareness | Conversions

21. 21

22. 22