Colgate's lead digital agency since 2016. Current scope of work includes Digital Creative Campaigns, Social Media Campaigns & Always-On Content and E-Commerce Activations. 

Case study

We Don't Just Sell Toothpastes, We Sell Smiles

Colgate's lead digital agency since 2016. Current scope of work includes Digital Creative Campaigns, Social Media Campaigns & Always-On Content and E-Commerce Activations.

Challenge

Colgate needed to achieve high sales targets by end of 2016. There were no exciting brand activities done to remind consumers that Colgate is the top-of-mind choice when it comes to oral care. 

Idea

VML developed a new e-Commerce solution by creating a Double 11 special-edition Colgate packaging that featured a popular celebrity with the idea of selling 'smiles' instead of toothpastes. The entire campaign activation across 2 integrated platforms - Weibo & Tmall.com.

We produced a video with a popular celebrity with first-half of the video released on Colgate's official Weibo channel as a social teaser post and the second-half of the video aired on Colgate's official e-Commerce flagship store on Tmall.com.

This idea of having cross-over content on 2 integrated platform is to trigger consumers' interest to complete the video on Tmall.com and to immediately purchase the special-edition Colgate packs during Double 11.

Result

Succesfully garnered 27 Million impressions on Weibo and 16 Million views in the campaign video, but also contributed to high sales results.

A total of RMB1.5 Million worth of Colgate products were sold in just 24 hours.