Colgate Optic White: A social media launch 

Launch of Colgate Optic White in South Africa as a fashion brand

Healthcare South Africa
July 2012

The challenge

To digitally launch Colgate Optic White in South Africa across social media platforms by launching a competition promoting self-generated content and direct engagement with the brand. 

The outcome

An engaging social media campaign aligned with the human insight of people portraying themselves the way they would like to be seen by others.  The campaign involved bloggers and social media personalities who promoted the #WearASmile competition. The winner was on the cover of Cosmopolitan for a month. 

Approach: Repositioning the brand in a different category to generate user engagement
The launch of Colgate Optic White in South Africa was based on the tendency for people to generate and publish their own content and the increasing use of Instagram, as a self-publishing platform. 

The campaign based its strategy on repositioning 

;The solution

A social media campaign launch for Colgate Optic White positioning  the product in the fashion category.




The KPIs on this job were exceeded due to the high levels of engagement in the competition for the magazine cover, and a large buy in  by influential bloggers.