Double, triple Facepalm. I parfticularly detest campaign moniker. Looks like someone has just bought a new thesaurus. All produced verbatim from their press release. Toothbrush has traditionally been a low involvement category. Consumers don’t think or talk about it to others. In fact, the concept of word-of-mouth has been non-existential in this category. However, with the launch of the new Colgate Slim Soft Charcoal toothbrush, unique opportunities opened up. Black bristles in a category associated with white bristles are highly disruptive and this presented Colgate with an opportunity of creating brand visibility and advocacy through disruptive communication techniques. To bring this alive, the approach was to generate curiosity and intrigue amongst the Key Opinion Leaders (KOL’s). The objective of the campaign was to create schema disruption, leveraging the colour black. This was achieved by turning every day white items - such as eggs, newspapers, tissues – into black. These daily items were sent out on different days without any mention of Colgate or the toothbrush. On the last day the brand was revealed, elaborating that one’s toothbrush has now turned black as well. All the campaign elements were tagged with the hashtag #whattheblack to further amplify visibility on digital platforms such as Facebook, Twitter and Blogs. #whattheblack campaign was a unique approach to bring alive a category that often witnesses feature related communication. Beyond traditional marketing techniques, through this campaign Colgate reached out to key opinion leaders for building advocacy. The items were delivered to media and key opinion leaders such as marketing professionals and bloggers across key metros. The campaign moniker #whattheblack through the digital platforms further assisted in developing user generated content. The campaign initially targeted towards 200 KOL’s got amplified to 23.8 million consumers! Never before witnessed in this category, using an innovative approach (such as this) to generate brand advocacy.
Posted on: Tue, 02 Sep 2014 05:52:48 +0000
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