Colgate-Palmolive
Giving the world something to smile about.
As the Digital Agency of Record for Colgate-Palmolive, VML's role is key in strategic direction, development and implementation of digital communications for all Colgate-Palmolive brands, including Tom's of Maine natural care products and Hill's Pet Nutrition. VML team members from Kansas City and New York lead creative design, development and globalization for digital efforts including websites, video, branded content, online advertising, rich media, email marketing, web analytics and more. VML led the global implementation of the Vignette content management system and continues to serve as the key technical contact for partner agencies worldwide.
Big Win with Alison Sweeney
Challenge
Hill’s weight management pet food formulas can make a real difference. We knew that, but how could we convince everyone else quickly and easily? With so many weight loss pet foods out there, how could we weigh in with a message that set Hill’s apart?
Idea
Recruiting Alison Sweeney, host of television’s top weight loss program, presented an opportunity that tipped the scales. Her brand not only symbolized how losing big can be a huge win for your pet’s health, she also starting feeding Hill’s weight management food and loved it! Working with Hill’s, VML made Alison’s cute little dog “Winky” a weight loss success star. We taught Winky how to fetch attention through online media, website videos and search engine optimization, and turned her into a pack leader for participation in a nationwide weight loss contest.
Results
Quality pet food + star power + digital reach = bow WOW! Who could have imagined pet weight loss could be so much fun? A flood of registrations for the Hill’s PetFit Challenge introduced pet owners to Hill’s products and culminated in an exciting grand prize event with Alison Sweeney in New York. And as pet owners across the country discovered, if Hill’s weight loss pet food works for Alison’s Winky, it can work for the rest of our pets, too.
Irish Spring Facebook Engagement
Challenge
In 2011 VML set out to build and retain an active community of Irish Spring advocates through fun, sharable experiences.
Idea
With help from online media and our witty Irish persona, Liam, Irish Spring introduced the Legendary Bag O’ Swag St. Patrick’s Day giveaway. VML followed the launch a few months later with a “choose your own adventure” trip to Ireland sweepstakes. We put fans to work attracting their own new fans via shareable quizzes and the ability to invite a travel mate for second chance to win.
Results
Within a matter of months Irish Spring's fan base grew quickly and the brand is consistently engaging with Irish Spring advocates who are sharing their Legendary Fresh experiences.
Simply White Integrated Marketing
Challenge
To help support the launch of Tom’s of Maine new Simply White natural whitening toothpaste, VML created an integrated marketing campaign to engage the brand’s digital-savvy, socially and environmentally conscious target around the new product while also driving brand awareness.
Idea
VML, with partners Group M and Cohn & Wolfe, created a campaign with simple, benefit-driven messaging around the promise, “Bring back the natural beauty of your smile.” With a focus on digital and social initiatives, a high impact, online branded content film was created featuring natural beauty, Sheryl Crow. Sheryl’s involvement led to broadened social media exposure with live chats, exclusive song downloads on Facebook, and promotion around her participation in Tom’s of Maine goodness initiatives.
Results
Since its April 2011 launch, the campaign has achieved high paid, owned and earned impressions with over a million samples delivered.
Colgate Oral and Dental Health Resource Center
Challenge
Colgate’s expertise in the oral care category is evidenced by Colgate Oral Care Center, a vast online resource of oral health articles, videos and interactive guides. We wanted to make it easier and faster to use for every member of the family.
Idea
VML reimagined the user experience from the ground up. A marquee featuring a friendly dental professional walks users through the site. Key topics of interest are brought forward in easily scanned menus. Social functionality allows users to share article content. And, a simple field asking, “What can we help you find?” starts every search.
Results
New visitors report higher scores for all elements including content, look and feel, navigation, site performance and overall engagement satisfaction. Users now have a faster, easier way to connect with Colgate for the oral health information they need and trust.