Background

Whether it’s something hot or cold, a bite or a sip; everyone has at least one go-to comfort food that can make ‘the pain disappear’. Well, not if you have sensitive teeth (Dentin Hypersensitivity). DH promises to make those fun moments miserable. And so widespread is this ‘condition’ that it can affect absolutely anyone at almost every life-stage. The aim was to create an extension of Colgate’s campaign for Sensitive Pro-Relief that aired commercials focusing on sensitive situations. From the discomfort of trying to consume something with sensitive teeth to the uncomfortable feeling when someone asks a touchy question; the scenarios were attempts at directly and metaphorically depicting the misery of living with DH. Ride the wave of popularity enjoyed by influencers to tell the same story, this time around to an audience that is actively engaging with their content of choice, as compared to the passive viewership of commercials.

Describe the strategy

We deployed proprietary tools to identify brand safe and relevant candidates that could create this experience. Besides being on-trend, consideration was given to qualitative aspects of their personas and how that could play well into the storytelling. While the overall TA was 25 – 54 adults, for influencer led communication we focused on a subset of 25 – 45, as much of this age group actively consumes digital media and content in Taiwan. Tune in and stay engrossed; that’s the behavior of Taiwanese digital natives during moments like commuting or while substituting lunch naps with screen time. This, plus accessible bandwidth has led to substantial consumption of long-form video content. The aim was to leverage this behavior to ease in our product communication over a storyline with an engrossed audience, allowing the product to present itself within the narrative while also giving us a change to elaborate its USPs.

Describe the execution

We identified situations for both stories; the metaphorical narrative focused on sensitive conversations between a couple while the direct plot aimed at reviewing the most delectable cold foods available in Taipei. Both stories eventually led into product placement and showcase. Crowd (a famous KOL couple) and Joeman (a top ranking KOL known for his reviews of most things trendy) were the candidates of choice. While the television commercials launched in January, the KOL content was released as a phase 2 of the campaign. We released both pieces of content between August 1st & 9th 2020. We focused on the two social platforms best known for their ability to disseminate long-form multimedia, primary platform being YouTube followed by Facebook. Owing to their pseudo celebrity status, both influencers has a sizable following across the social platforms and hence uploaded their content natively on both.

List the results

Our aim was to achieve a minimum of 550,000 video views across both pieces of content on Facebook and YouTube. This would ensure we had a substantial SOV versus what we predicted to be the volume of content consumption within our category for the said duration. This was calculated by simulating past year social content data trends. We ended with a 1.6x higher delivery with 880,000+ views captured as of the end of September 2020. We also enjoyed a good number of engagements; 15,000 on YouTube and 6,500 on Facebook along with a total of 1300+ comments across both platforms. The conversations were mostly around the content storyline as well as the product, signifying the successful integration of the brand in a way that did not disrupt the audience’s experience.