Colgate used video Pins to increase brand visibility as well as build an emotional connection to their customers and achieved a remarkable viewability of 91%.1
Whether a toothbrush or toothpaste, Colgate is a household name worldwide.
The cross-platform “Smile for Good” campaign is part of Colgate’s mission to provide a little optimism every day. From the brand’s perspective, it means protecting the planet and working every day to ensure a healthy smile for everyone. Because everyone deserves a future that gives them a reason to smile.
Pinterest was of particular interest for Colgate due to the accurate, effective placement options, the positive environment around the platform and the target groups that were relevant for the brand.
Key results:
higher completion rate compared to the Pinterest CPG benchmark in Germany1
viewability1
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 is standing up for those who suffer from prejudice and discrimination - and still manage to smile despite the difficult situation they find themselves in. Pinterest is a platform that represents positivity and enables us to place our purpose-driven message appropriately. It was very effective with our consumers - the outstanding results thoroughly impressed us.”
Katharina Lange, Digital & eCommerce Manager Central Europe West
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.
01.
Pick up consumers at the point where they are deciding on what to buy.
02.
Find the relevant target group via keyword and interest targeting as well as demographic features.
03.
Use video Pins to achieve greater awareness and also to establish an emotional connection with the consumer.