Colgate whitening toothpaste’s new campaign urges the youth to #SmileOutLoud

Colgate

Colgate’s ‘Smile Out Loud’ campaign features social media influencers, Toshada Uma, Dolly Singh, and Prarthana Jagan who share their unique journey of developing self-confidence and self-love.

Colgate-Palmolive (India) launched the ‘Smile Out Loud’ campaign for its new whitening toothpaste—Colgate Visible White O2. The campaign narrates inspiring stories of real women who share how they are confident in being their authentic, unique selves, reiterating the thought that beauty cannot be defined or measured by superficial standards.

Conceptualized by Red Fuse Communications, WPP’s integrated communication partner, the campaign urges viewers to #SmileOutLoud. In the campaign, the brand talks about the new Visible White O2 toothpaste and its revolutionary active oxygen technology.

The campaign features social media influencers, Toshada Uma, Dolly Singh, and Prarthana Jagan who share their unique journey of developing self-confidence and self-love. Each of them narrates how they battled social stigma and stereotypes around body image and society’s perception of perfection and beauty.

Also read: Colgate India Social Media Play: Using digital as an extension to traditional marketing

The brand collaborated with a few premium influencers and micro-influencers to spread the campaign message. This includes names such as Vishakha, Khayati Narang, Isha Manchanda, Alisha Perween, Garima, and Shilpa Sood.

Further, making the viewers a part of the narrative, the brand invited them to share their selfies of smiling out loud. The contest part of the campaign gave the users an opportunity to be featured on the brand’s social media handles and win prizes. The initiative saw consumers sharing their version of a unique smile, creating buzz around the initiative.

Post the release of the campaign, the hashtag #SmileOutLoud trended on Twitter. The campaign garnered 9M+ engagement. The campaign saw 85 per cent positive sentiment from the viewers.

As a part of the campaign around 25 influencers share created content, creating buzz around the campaign. More than 35 pages from Bollywood pages shared the video and gained 6M views and more than 300 influencers shared the video on Facebook & Instagram and gained 1.5M views.

The campaign manages to weave in the features of the product with relatable storytelling, as each of the personalities shares a tale and instances that everyone has gone through at some point in their lives. The spirit of these internet stars and their journey, make the campaign intriguing.


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