Colgate- Optic White Range
Cartology and Colgate worked together to launch the Colgate Optic White Pro Series in Countdown, targeting the ‘premium’ affluence customer segment.
New-to-brand customer
New-to-product customers
Background & Objectives
Cartology and Colgate worked together to launch the Colgate Optic White Pro Series in Countdown, targeting the ‘premium’ affluence customer segment.
The objective was to connect with the 18-35 Male and Female audience whilst reinforcing the above the line media campaign that ran during the same period on TV, BVOD, YouTube, Facebook, Instagram and TikTok.
Cartology solution
Using A&I data insights to dive deep into the 'premium' affluence customer segment, Colgate teamed up with Cartology to launch the Colgate Optic White Pro Series in Countdown.
Insights revealed that the segment heavily engages with the category online therefore the campaign utilised a range of online assets including Browse Branded Tile, Browse Banners, Search Branded Tile and Digital Mailer while being complimented with a range of in-store media ensuring consistency of messaging across all touchpoints.
The campaign generated high ‘New to Product’ sales at 36%. There were also 13% ‘New to Brand’ sales which was fantastic to see considering the high brand and product loyalty in the Oral Care category.
“We are pleased with the outcome of this activation as it has reached the desired targeted audience. A strong collaboration with the Cartology team includes the adaptation to multiple touchpoints.”
