NAME: SAKSHAT PURO

ROLL NO. : 191094/ MARKETING

SUB: - BRAND MARKETING

PIMSR

1. What are the various modes of promotions and communications adopted by Colgate for
brand building activity?

ANS:

 The Colgate used digital marketing to promote its brand and create awareness among
people.
 The Colgate integrated YouTube in its digital strategy, in order to target millennials.
 In the past, they have tried to hit millennials over the head in TV and print. When we
looked at reaching and connecting with them where they really are, YouTube was the
logical place to go.
 The Smile Show is a series of videos promoting Colgate. The brand collaborated with
YouTubers Andrea Brooks and Blair Fowler; and amassed 24M views.
 They wanted to connect the traditional with the digital in a meaningful way and let
people know that Colgate is turning to these influencers not just as spokespeople, but also
just as triers and commentators on what this product can do for your smile.
 The brand’s dedication to create authentic content has led Andrea and Blair to share
beauty and fashion tips that can help viewers accentuate their smile. Each of these videos
feature Colgate’s products.
 Promotions took place on desktop and mobile devices via the YouTube masthead, True
View ads, Hangout on Air, GDN banners, and a YouTube channel gadget.
 The video series obtained unbelievable brand metrics. It led to a 13% increase in brand
awareness, a 10.8% increase in purchase consideration and an 1116% increase in brand
interest.
2. Your key take on Colgate Bright Smiles, future Programs activity, note down your
observations, and your understanding of the promotional activity. Minimum 7 to 8
observations.

ANS:

 Colgate’s Bright Smiles, Bright Future program is one of the most far-reaching
advocacies in the world. The program provides free dental screenings and oral health
education.
 The brand’s program includes multicultural education materials that let children know
how they can achieve healthy teeth and gums.
 In the US, Colgate’s program includes a fleet of mobile dental vans that travel across 50
states to provide free dental screening and education.
 The brand’s advocacy has made a huge impact around the world. In fact, its campaign
has reached 900 million children across 80 countries.
 Bright Smiles, Bright Futures gives teachers, children and families around the world the
tools they need to make good oral health a permanent part of their lives. With the focus
on prevention, the program builds self-esteem and teaches good oral health practices to
create lifelong habits.
 And most importantly, BSBF inspires kids to take control of their own oral health.
Its messages of empowerment enable children to not only understand “what “to do to take
care of their teeth and gums, but the “why” behind the messages. In this way, BSBF
equips them to become lifelong Tooth Defenders.
 From the Bright Smiles, Bright Futures program, launched in 1976 to spread awareness
among children about oral care, has touched the lives of over 170 million children across
the rural and urban landscape till date. In the past year over 7 million children have
benefitted from this programed.
3. Your observations and understanding of the Smile show campaign. Minimum 4 to 5
observations.

ANS:

 The smile show campaign believe that everyone deserves a future to smile about. A smile
is symbolic of hope, courage, confidence, and optimism - and those are exactly the
sentiments we want to inspire among our consumers by encouraging them to the smile
show campaign.
 Wear your healthy and confident smile and face the world with optimism, and be assured
that your smile is protected and cared for by Colgate, always.
 The Colgate Smile show campaign exemplifies real-life moments where optimism,
expressed with a smile, helps one go forth in the face of challenging moments in personal
and professional life.
 They wanted to connect the traditional with the digital in a meaningful way and let
people know that Colgate is turning to these influencers not just as spokespeople, but also
just as triers and commentators on what this product can do for your smile.
 Because the series was being created and produced as the campaign went along, Colgate
had the unique opportunity to fine-tune messaging on the fly. They were able to
reinforce different points along the way based on what consumers were responding to.
They had more kicks at the can than we typically do with an advertising campaign where
once it’s out the door you don’t really have a chance to change the messaging.
 The numbers are staggering and far exceeded Colgate’s expectations. "The Smile Show"
has generated 82 years of total watch time, with 24M total views. And the team credits
the YouTube-driven creative and media campaign to increases in every key brand metric:
a 13% lift in brand awareness, a 10.8% lift in purchase consideration, and an expectation-
smashing 1116% lift in brand interest, which is 8X higher than US CPG benchmarks.
4. Your understanding and observations about Maha Kumbh Mela, What is your
takeaway about this promotional activity?

ANS: My understanding and observation about Maha Kumbh Mela -

 Colgate wanted to tap into this new market. They understood that most of Hindu
pilgrims in their target area had low literacy rates. This is why they used voice-based
communications through a mobile phone to promote their products.
 The brand created a virtual circle around the pilgrimage site and used location-based
targeting to reach its target audience. As such, when pilgrims entered the circle, they
received a call from Amin Sayani– an Indian radio personality. Amin tells these
pilgrims to visit the Colgate booth to receive free samples and a chance to win prizes.
 With a limited budget of $8,000, Colgate had to be extremely strategic in determining
how it would reach the Maha Kumbh Mela pilgrims. Since most of the pilgrims are
from areas with low literary rates, it was decided that voice-based communications
via a mobile phone would be most effective in driving consumers to the Colgate
booth at the gathering.
The takeaway about this promotional activity-
 The purpose of this campaign was not to directly affect Colgate’s bottom line.
Rather, the goal was to open up a new method for reaching consumers that
Colgate had not had contact with previously. During Maha Kumbh Mela, foot
traffic to the Colgate booth increased by over 300 percent vs. the pre-promotion
period, attracting over 700,000 visitors.
 Colgate aims to touch one in every five pilgrims at the Mela through this
campaign that includes free toothpaste sampling, brushing stations with running
water, and safety tools like suraksha wristbands for children to mention their
emergency contact details, and suraksha ropes for families/groups of more than 10
people, to be able to walk together.