Make up your smile
A new positioning for Colgate
CONCEPT
TOOTHPASTE AS A BEAUTY ITEM
Thanks to its special formulation, Colgate Max White One Optic Toothpaste can guarantee the whitest and most brilliant smile. Colgate wanted to reach beauty-conscious women with this new product, so the launch campaign redefined Max White One Optic not as oral but as a beauty product.
IDEA
A BEAUTIFUL SMILE
With her 3 million followers, the web's most popular make-up artist – Clio Make Up - was chosen to endorse this new and indispensable beauty item, Colgate Max White One Optic. The campaign branded content across all major social media channels with Clio as a protagonist remarkably increased the brand’s awareness and visibility.
The added value
A BEAUTY CONTEST, EXCLUSIVE EVENTS AND A LIVE CLASS
The target was actively engaged thanks to a beauty contest. All make-up (and smile!) enthusiasts shared their best beauty secret by uploading a selfie to a dedicated web platform. The participants with the most votes won a make-up class with Clio, an exclusive event that was also covered by the media.
Results
2.354
selfies uploaded
20.684
users involved
287.000
votes on the web platform
+27%
brand awareness increase
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