COLGATE SMILE TOGETHER
SOCIAL CAMPAIGN
GOALS
- Emphasize family angle of Colgate brand
- Establish positive consumer association to the brand
- Attract family audience
SOLUTION
- Develop and implement "Smile Together" social campaign
- Conduct large-scale advertising campaign promoting #SmileTogether hashtag
- Network with federal and Moscow media, fitness and life-style bloggers and popular groups on social media
RESULTS
- 560 media stories within 6 months
- 200,000 photos broadcast on SmileCam
- Participating celebrities: Elena Berezhnaya, Andrey Merzlikin, Vitaliy Gogunskiy, Alisa Grebenchikova and many other
- Overall campaign OTS – 750,000,000
Tasked by Colgate, Altezza developed and implemented "Smile Together" social campaign designed to focus on the need of dental health for all family members on one hand and underline the importance of sincere smiles and overall good mood on the other. All campaign aspects demonstrated how vital it is to always create reasons to be joyful, smile and share these smiles with your family and friends.
Popular Moscow Sokolniki park was selected as the main location for our campaign. In the winter of 2016 we presented the first SmileCam in Russia, a giant screen for broadcasting smiles of the park guests who shared their photos on social media under #SmileTogether. The SmileCam became the part of Colgate brand decoration of an ice rink. The campaign included stand-up comedy shows, master-classes for kids and adults. In summer, we invited the guests of the park to stop by Colgate's residence. Our animation crew taught children how to maintain healthy teeth and gums by brushing at the special master-classes «Bright Smiles Bright Futures» and carried out funny scientific experiments as part of Professor Nicolas's show while our adult guests enjoyed various stand-up comedy shows and useful master classes. All of our activities were well attended by the key media representatives, bloggers and celebrities.