Colgate Optic White Launch Exceeds All Expectations Across UAE and KSA
Average Lens Playtime
Launching a new toothpaste is not easy - the oral category is highly competitive and new product launches stick to traditional creative, with conventional media. Colgate Optic White, with its new whitening pen and toothpaste, was a big innovation for the category, and so the team turned to Snapchat for the kind of launch that had not been seen before - with KPIs around both awareness and consideration.
The Solution: Lens & Snap Ads
Colgate Optic White’s new whitening pen and toothpaste had a unique message to convey. They realized the best way to bring this message to life, was to make the experience of learning about the product fun, interactive and immersive. Against benchmarks of 12-15s, this lens delivered an average of 28s of playtime. Moreover, we know it was saved over 149k times. Snap Ads were the more sales-led part of the campaign. They focused on the single message of 3 shades whiter and showcased the unique product. The two formats allowed users to swipe up to either the Colgate website to learn more, or directly to souq.com to buy the product.
Leveraging the suite of ad formats now available on Snapchat enabled Colgate Optic White to not only reach their target audience and raise awareness of their innovative whitening range. But it also put the brand in the hands of this target audience, so they could learn about it in a customized, unique and fun way - driving both awareness and consideration.
- 1Kantar Brand Effect Study, August 2018
- 2Source: Snapchat Internal Data