As one the largest Oral Care brand in the world and in India, with a global penetration of over 65%, Colgate is one of the most recognizable & widely used brands in the world. With an almost 150-year legacy of creating some of the best oral care products in the world, the brad has always managed to incorporate regional nuances into its country specific portfolio.
In keeping with the ancient ayurvedic practice of India, the Vedshakti sub-brand of Colgate launched an ‘Oil-Pulling’ product, a practice known to have multiple benefits for oral health, from killing bacteria to preventing bad breath & cavities and improving gum health.
Having a history of driving conversation-led consideration for newer product formats, we were excited to take the challenge to build this category via organic word-of-mouth, involving real user advocacy.
The unique nature of the category was one that required a lot of education, one which could not be effectively achieved via traditional one-way advertising. Since the category of Oil Pulling itself was not well understood, the brand had a dual task of establishing the category while building preference for itself at the same time.
Further, they wanted to understand the perceptions, queries & concerns that consumers had when exposed to this concept, which would help them to also define a further approach on category creation.
Through our conversation insights & surveys, we found that:
(a) Despite 100% awareness of Colgate as a brand, Colgate Vedshakti Oil Pulling only had a 25% awareness
(a) More than 80% Oil Pulling consumers used Coconut oil instead of any consumer brand
(b) Oil Pulling itself formed less than 1% of total Oral Care conversations
The goal of campaign was to focus on creating conversations around the benefits of Oil Pulling, further amplified by merging of ancient tradition with the high brand trust around Colgate. This would involve not just education, but also encouraging users to share their thoughts, fears, and usage experiences to create constant conversations, leading to interest, intrigue & finally advocacy.
To achieve this, we selected the most relevant 50 Communities around Parenting, Lifestyle, and Health Communities with 1.7M Members that had over indexed affinity for Oral care issues & solutions.
We also conducted a Survey across these groups to understand user perception as well as to validate campaign performance.
This campaign was divided into 3 phases that was run across 3 months, with each phase taking on the task of education, trial & testimonials respectively.
The 1st phase introduced the concept & the product via Live Q&A session with prominent Ayurvedic doctors, to talk about the subject at length and answer member queries to the extent possible.
The 2nd phase involved Admin discovery as they shared their thoughts on why they wanted to or were already trying oil pulling with Colgate Vedshakti, and invited thoughts from members on their perceptions about the practice, while encouraging them to try it out.
The 3rd phase showcased admins showing the correct technique and inviting members to share their experiences with the product.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
Via Brand Tracks, we established the following points:
In terms of member participation in campaign, usage related conversations increased from 0% in Phase 1 to 25% in Phase 3, while concerns reduced from 21% to 12% in the same period, highlighting greater acceptance of the campaign narrative.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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