Colgate boosted sales of its new Total toothpaste by 7.1% in the UK after running a mobile-first video campaign across Facebook and Instagram.In launching their new product, Colgate planned a large brand campaign across multiple media channels. The aims of the campaign were to communicate the new product launch, promote the idea of dental hygiene and drive sales of the new Colgate Total range.
Colgate identified a high level of interest in health and wellness across Facebook and Instagram—targeting yoga, physical fitness and weight training. This made them the perfect environment to raise the importance of “dental health” in the context of overall health, and promote Colgate Total toothpaste as the ideal solution for this.
Colgate worked with Facebook Creative Shop to create multiple video assets designed for Facebook and Instagram feed and Stories. The ad creative played on the idea of using split-screen format to combine the notion of dental hygiene with health and wellness activities such as yoga, daily training and skipping.
Broad targeting was used to reach all potential buyers of Colgate Total (male and female, aged 18 and older), while Facebook’s people-based targeting made it possible to target the ads to people interested in health and wellness topics to brand relevancy.
As a result, Colgate experienced the following results;
7.1% lift in sales for Colgate Total varieties featured
1.8x return on ad spend for all Colgate products
39% of sales lift driven by new buyers
12 million people reached
1.3% lift in sales for other Colgate products
This is to showcase that social media is a powerful tool for fueling brand and customer growth