Colgate, which has been facing some aggressive comparison strategy adopted by Pepsodent Germicheck in its advertising, is bullish on its latest toothpaste brand Colgate Visible White. Colgate is the upping the style quotient for the brand even as its communication claims that Colgate Visible White gives visibly whiter teeth in just a week.
The oral care major is competing with Hindustan Unilever’s (HUL) Pepsodent Whitening and Himalaya’s Sparkling White in the newly emerging beauty and whitening segment in the toothpaste market.
According to an Economic Times report, the oral care market in urban India stands at around Rs 4,000 crore and is growing at about 19 per cent per annum, with the basic oral health segment contributing around 65 per cent of the pie, freshness segment about 25 per cent, and sensitive toothpastes at 7 per cent. The new ‘beauty and whitening’ segment already constitutes 3 per cent of the overall market.
Commenting on the brand’s strategy, a company spokesperson from Colgate said, “At Colgate, it’s been our constant endeavour to innovate and revolutionise the oral care category and meet the evolving oral health care needs of the Indian consumer. Colgate has strived to shape the oral care category in India, taking it beyond just cavities and expanding it with a product portfolio that now addresses a wide array of consumer oral health needs.”
As part of the marketing campaign, Colgate sought to create a strong digital presence during the pre-launch, launch and post-launch phase for Colgate Visible White. The brand aimed to reach out to the urban Indian women and men in the age group of 18-35 years, which today encapsulates almost 30 per cent of the internet-using population, the company spokesperson shared.
With the core TG, social media channels were used extensively. The objective of going digital was to effectively reach out to the core TG, elevate the importance of teeth whitening in their minds and establish Colgate Visible White as the beauty oral care solution.
The company spokesperson further said, “In a market like India, where consumer trends are ever-changing and the market is opening up to newer opportunities, integrated marketing campaigns have to combine brand messages with new ways of connecting with consumers – one of them being exploring strategic approaches to social media. With the advent of smartphones and existence of new tools of communications, media channels such as digital have increasingly become an integral part of the communications mix.”
The digital campaign was executed by Red Fuse Communications, a Y&R agency dedicated to servicing Colgate-Palmolive.
exchang4media takes a look at the elements of campaign which made it interesting in the digital world.
Celebrity quotient clicked
With an objective to make consumers look at the brand as a beauty solution and make it a part of their everyday beauty regime, pre-launch efforts were focused on generating curiosity around a teaser campaign – “Sonam Kapoor’s new beauty secret”. This was amplified on social media platforms such as Twitter and Facebook, which was followed by the launch, where Kapoor’s beauty secret – Visible White – was revealed.
In the pre-launch and launch phases, the campaign touched an estimated 15 million consumers online. The post launch campaign is being rolled out with the objective of even stronger engagement with the consumers.
360-degree digital strategy
For the launch phase of the digital campaign, the company took a 360-degree approach with display, search, mobile and social media all directed to a single destination to increase visibility. Initiatives were undertaken to connect with the target group through banner ads on various women-centric sites with high-impact properties. Facebook and YouTube were also used to target the TG through their interests.
Additionally, given India’s mobile growth and penetration, mobile marketing as a powerful medium of communication was tapped as part of the digital campaign. Through mobile marketing, the campaign showcased banners on mobile chat engines.
The campaign claims to have received an encouraging response from the target audiences, with 120 million targeted impressions and over 2 lakh unique visitors to the destination.
Statistics support the marketing efforts
The integrated marketing communication further heightened the impact of the campaign, as it:
• Reached out to 6 million women in the digital domain
• Generated 1.5 lakh viral reach on social media
• Witnessed tactical placement of banner ads on various platforms assisted in reaching out to more than 25 million females (target audience)
• Had more than 3 lakh visits to the website
• Clocked over 4 lakh views on the company’s official YouTube channel
“Going forward, we envisage the campaign to continue engaging with consumers through innovative initiatives. There is a robust plan in place to take the campaign to the next level, ensuring that Colgate Visible White will play a critical part in every woman’s daily beauty regime,” concluded the company spokesperson.