Colgate show how to combine digital and outdoor advertising to maximise impact

Colgate’s new ‘Smile’ campaign shows that combining social media with traditional advertising can have a positive effect at the point of sale, by linking the online community to outdoor marketing activities.

Many brands, such as Bombay Sapphire or McCain, are trying to link their online strategy with their physical marketing activities. This approach has the advantage of leveraging the participation of online communities and at the same time keeping the brand anchored in the real world. With its new ‘Smile’ campaign, Colgate uses a dedicated Facebook page where users are encouraged to upload pictures of themselves smiling. These are then turned into large collage posters which can be seen in supermarkets, shopping malls and other point of sale locations.

WaveMetrix analysis reveals that Colgate’s strategy has a positive effect on purchase discussion. Analysis over time shows that users become more likely to discuss purchasing toothpaste as the campaign goes on. Moreover, the ‘Smile’ campaign has a positive impact on brand image, as users identify Colgate with a sense of community and ‘fun’. This is driven by the fact that user-generated content, from the community of Facebook fans themselves, is represented on the outdoor posters.

Purchase discussion increases throughout the campaign:

• Proportion of purchase discussion increases as campaign moves forward: During the past three weeks, consumer discussion on the Colgate Smile Facebook page has contained an increasing proportion of references to purchase. Fans say they are "going out to buy Colgate", whilst others say that seeing the 'Smile' posters made them "want" to buy Colgate. This shows that combining outdoor advertising with social media can have a positive impact on consumers discussion

‘Smile’ campaign conjures up a sense of community and fun associated with the Colgate brand:

• 35% of consumers perceive Colgate as a community brand: Colgate's 'Smile' campaign positively impacts brand image by giving the brand a sense of community presence. This is driven by the fact that the campaign is formed by user-generated content from Colgate's own Facebook fans. In addition, users are pleased that Colgate will donate to charity if the campaign reaches 1 million smiles

• 26% see Colgate as fun: A further 26% see Colgate as a 'fun', 'cool' and 'awesome' brand. This is driven by users saying they enjoy taking photos of themselves smiling and then seeing their smiles on the Facebook page and posters. This further highlights the positive impact of user-generated campaigns on brand perception