Challenge
Colgate wanted to increase their sales amongst their target demographic (mothers ages 22-40) as well as increase their visibility in the faith-based market during the mothers day holiday season.
Solution
Approach – Create Faith-based celebrity partnership with known maternal figure(s) and drive sales through several scalable media solutions and viral tactics
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Step 1) Select Talent
Platinum selling Grammy Award winning group Mary Mary is one of today’s all-time selling gospel groups and recognized figures in the worlds of mainstream and faith based. Both young mothers themselves, Mary Mary served as excellent spokeswomen for the campaign.
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Step 2) Consumer Incentive
Mary Mary recorded an exclusive mothers day song, which was made available to their fan base, and anyone who was willing to purchase a COLGATE product. The UPC from the product was entered at COLGATE.COM and the download was made available for a two-week period leading up to mother’s day.
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Step 3) Going Viral
Fans were driven to COLGATE.COM to enter UPC numbers through several scalable solutions. After recording both the studio process and an online interview with the talent, social mediums like YouTube and MySpace were used to get the word out about the campaign. A graphically enhanced e-blast was created and sent out to over 100,000 faith-based consumers in our personal database. Banners were created and placed within the top faith-based online publications and electronic postcards of the promotion were also created and sent out free of charge to further the viral buzz and continue awareness about the campaign. Examples:
- YOUTUBE VIDEO LINK: https://www.youtube.com/watch?v=QnIs4olGMGM
- MYSPACE PAGE: *use image called CLICKHEREbanner*
- E-BLASTLINK BANNER
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RESULTS (2 week time frame)
Overall Sales increased 10-15% during the campaign
60,000 plus viewers of the YouTube Mother’s Day Promotion
140,000 Media Impressions for the e-blast and 67,540 unique viewers*use picture titled *colgate1*