Colgate helps Romania smile for 20 years, offering Romanians the best advises and products for oral care. As a recognition for Romanians loyalty to the brand, Colgate launched a new campaign targeting consumers, aiming to gather 100,000 smiles that the company will transform in as many products donated to Romanian Red Cross.
“We help Romania to smile” runs between August 30th and October 7th and involves a mix of communication channels for an extensive coverage, bringing together actions on TV, in store and online. The campaign includes a strong interactive component and bets on consumers involvement, that become the main actors of this social initiative.
The entire campaign is build around our partners, Romanian consumers, that were close to us in all the projects we ran until now. This way, all campaign's actions are made together with the consumers and for them, which underlines the beautiful and sincere relationship we created in the 20 years since we are present on Romanian market (…)
Colgate-Palmolive Romania representatives.
The campaign is centered on digital, with the a Facebook app – Zambometeru (Smilemeter) – on Colgate Romania's Facebook page, that will count the number of smiles during the entire campaign.
Each user can contribute with at least one smile by uploading a picture in which he/she smiles or through interactions within the app (like or share). All Facebook data is updated in real time.
In-store actions are executed in partnership with main Romanian hypermarkets, supermarkets and Cash & Carry stores, with people being invited to join the campaign and are rewarded for choosing Colgate oral care.
Also, recently, after a significant buzz in social media, a flash-mob took place to support Colgate's campaign.