Colgate Case Study


An offline sales lift study was commissioned in partnership with CLIX Digital Media to understand the effect of the campaign on in-store purchases. The study analysed sales of Colgate Total products, as well as the halo effect on the broader Colgate portfolio.
Colgate’s well-planned campaign on Facebook and Instagram helped launch a new version of Colgate Total, and established oral health as a part of an effective daily fitness routine. Between July 3–30, 2019, the campaign achieved:

7.1% lift in sales for Colgate Total varieties featured
1.8X return on ad spend for all Colgate products
39% of sales lift driven by new buyers
12 million people reached
1.3% lift in sales for other Colgate products

Rob Marcus, Director Digital & eCommerce Marketing, Colgate-Palmolive Europe, said: “This campaign was a critical component of our biggest relaunch of the decade. We were most excited about three aspects: 1) strong partnership to co-create the content; 2) use of interest-based targeting for more relevant creative; 3) overall performance with exceptional ad recall, sales lift and return on ad spend. Facebook is a powerful tool to drive brand growth."

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