The Campaign

Have you ever watched a romance movie that make you understand and love a typical kind of man? Or, say, a toothbrush? As Colgate 360 toothbrushes expect the target audience to understand the differences between 6 360-toothbrushes, it's target audience are very active in watching online videos, here comes a campaign based on mini-movie and in partnership with Tudou, a the top video-site in China. Colgate 360 toothbrush sponsored Tudou video festival so that Tudou recruited 8 independent online-video directors to join the theme of showing 6 kinds of men in love that’s based on the 6 toothbrushes specialty. As the key sponsor of the festival, 360 toothbrushes got different kinds of brand exposure during the festival. After the festival, 360 toothbrushes extended the cooperation with 6 leading actors in the videos into the offline promotion to strengthen the impression of 6 different toothbrushes.

Success of the Campaign

1. More than 230,000,000 brand impression and 14,790,000 video views 2. More than 160,000 forwards & comments on Love Aurora while lots of users discussed their favourite guy and toothbrush. 3. Successful brand engagement of the different 6 products, inspired client to update their product package by stickers & POP with more emotional description and images of 6 guys.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

1. Website launched as the core of the campaign, which included the videos, psychological test of which kind of men is your MR. Right, voting section. 2. Tudou mini-blog posted several topics discussing the toothbrush-love. 3. Tudou banners launched to drive more users to watch the videos. 4. Tudou video festival ceremony included lots of 360 toothbrush brand exposure and the premiere of Winning director's new work to show 6 different guys in love - Love Aurora. 5. PR reports of the festival. 6. SNS forwards & buzz of Love Aurora. 7. Offline promotion with the images of 6 guys in Love Aurora.