Results and Effectiveness

62.6 Million Youth reached delivering 248 Million social impressions. Over 1.1 million conversations happened around the activity. Also, added almost 1 Million fans to the Colgate MaxFresh Facebook page. Post campaign research conducted by TNS among youth brought great results for the brand: • Brand Advocacy: 94% • Purchase Intent : 90% • Retained usership: 77% Moreover, MaxFresh featured among the fastest growing Facebook Fan Pages in India (2nd among FMCG category, 5th across all categories, Source: Social bakers, Feb 2013). Also, Colgate was recognized as the most social organization (Source: Blueocean Market Intelligence’s Report for Security and Exchange Board of India)

Creative Execution

For the first time ever, we ran a talent hunt (singing and dancing) entirely on Facebook. Given their status as a youth centric brand, we partnered with MTV. We also got three youth icons on board – Bollywood music sensation Amit Trivedi, leading choreographer Remo D'Souza and popular VJ, RJ & presenter on MTV Nikhil Chinapa. Thus was born, Are U Fresh Enuf - the World's first talent hunt reality show to be run entirely on social media. Entries were invited via the Colgate MaxFresh Facebook platform. These entries were in the form of self shot dancing and singing videos and provided a massive archive of crowd-sourced content. Social acknowledgement by way of votes for videos was made the filtering criterion. Shortlisted entries were invited to attend workshops with D'Souza and Trivedi. The final winners got a chance to work under the tutelage of Remo and Amit on real life projects!

Insights, Strategy and the Idea

The freshness segment of oral care is synonymous with youth and was witnessing increased competitive heat. Colgate MaxFresh was fighting a preference share battle with the category leader and had to step up engagement with its core franchise, i.e. youth to re-establish itself. We knew our target is a highly social lot, thanks to which they are not shy about expressing themselves. They feel compelled to post, comment, like and share - these things shape their very personality. When it comes to social interaction, social media and real life overlap almost entirely – as if they are in two parallel universes at the same time. They view social media as a megaphone that had the potential to turning them into mini celebrities. This scenario triggered off our idea. Why could we not give this attention & fame-seeking audience what they want?