Colgate achieved exceptional viewability with emotional video Pins

Key results:

Colgate created two video Pins, both being six seconds in length. A longer campaign video acted as a basis.

Colgate has set itself the objective of setting an example in combating ostracism and discrimination with the “Smile for Good” campaign. The campaign’s core messages of strength and positivity harmonise superbly with the positioning of Pinterest against hate speech, ostracism and for a more inspired way of living. After all, 91% of Pinterest users say Pinterest is full of positivity², which made the platform extremely relevant for Colgate’s “Smile for Good” campaign. The targeting options on the platform made the presentation more effective: Both the search term “motivational quotes” and the fields of health, beauty and parenting were used by Colgate to show video pins to a suitable target audience.

Colgate ran the campaign across several platforms and Katharina Lange, Digital & eCommerce Manager Central Europe West, Colgate-Palmolive added: “We were very satisfied with the results that were achieved on Pinterest as we did not achieve similar results with this campaign on any other platforms.”

The video Pins achieved a remarkable viewability of 91%. As a result, brand favourability rose by 2.2 and consideration rose by an impressive 3.3 percentage points. The internal Pinterest CPG benchmark for the completion rate of videos was exceeded by 109%.¹

It became clear that Pinterest was an effective platform for achieving campaign objectives and ensured that Colgate and the positive campaign message remained in the minds of consumers.