Colgate is one of the most recognizable & widely used brands in the world. 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.
The brand wanted to educate the audience about the benefits of Oil Pulling while simultaneously building a preference for Colgate Vedshakti Oil Pulling.
“The brand wanted to create a category for its oil-pulling product and expand into the market by building brand RTBs.”
Colgate Vedshakti used an insight-based community marketing solution to generate conversations and UGCs around the benefits of oil pulling for oral hygiene by engaging 50 Communities around Parenting, Lifestyle, and Health Communities with 1.7M Members that had over an indexed affinity for Oral care issues & solutions.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
Based on the observations, we focused on creating conversations around the benefits of oil pulling, further amplified by merging ancient tradition with the high brand trust around Colgate. We focused on educating the members and encouraged them to share their thoughts, fears, and user experiences to create constant conversations leading to interest, intrigue & advocacy.
We executed the campaign in three phases, each with different objectives to be fulfilled. All three phases were across 3 months. The first phase focused on educating the members, the second phase focused on sharing usage experiences, and the third phase was followed with trials and testimonials, thus strengthening brand advocacy.
In the first phase, we focused on educating consumers about the benefits of oil pulling and understanding their concerns and fears related to oil pulling, oral hygiene, and more. For this, we hosted a live Q/A session with prominent Ayurvedic doctors. While the Q/A focused on addressing concerns and educating them about oil pulling, we subtly also introduced Colgate Vedshakti and its benefits.
The second phase involved sharing usage experiences while every admin shared their thoughts on why they think oil pulling is beneficial and why not. The group admins initiated the conversations by highlighting their personal stories and the benefits they received after doing oil pulling. They also highlighted the benefits and usage of Colgate Vedshakti. The admins further encouraged members to share their perceptions on practising oil pulling and encouraged them to try it.
The third phase focused on highlighting the correct techniques for oil pulling and inviting members to share their experiences with the product. The admins highlighted how they have been using Colgate Vedshakti and encouraged members to share their experiences with using the product. This led to trials and consideration for Colgate Vedshakti.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their personalities and style to each of their posts.
Regarding member participation in the 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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