Colgate Customer Loyalty
Colgate is the leading manufacturer of Oral Care and Personal Care products in the UK.
Colgate wanted to develop an innovative and engaging customer incentive campaign to raise awareness of their Plax brand.
Working with Motivates, Media Bounty, a leading Marketing and Promotions agency, designed a complete solution which included an on-pack promotion driving the consumer to a branded website where they were able to enter a competition to win 50 prizes every 12 hours.
Motivates provided ‘£10 off’ vouchers from their ‘Experiences’ range. This involved entering a code at checkout to obtain the discount. Media targets were carefully selected to cover mass and local audiences with feeder competitions driving users to a ‘Plax’ site with the promise of further prizes. Media Bounty also placed competitions in the press, again driving traffic to the Plax site with the promise of further prizes.
Media Bounty also created online advertisements and ‘neck tags’.
The campaign had a total of 309,674 visits made up of 118,481 unique visitors and 292,953 competition entries.
A social media engagement campaign was implemented which attracted 13,824 referrals from Facebook including 3,433 ‘shares’.
Hundreds of consumers also tweeted links to the competition and to the facility to obtain a free sample of Colgate Plax of which 15,000 samples were sent out in just two days.
The market share before the campaign was 13.2%; by the end of the campaign their market share had increased to 17.3%. Final entry figures far exceeded initial expectations and set targets (approx. 293,000).