Results

Colgate partnered with Amazon Ads to launch their new premium whitening toothpaste, Colgate Visible White Purple. This innovative product utilizes color theory to transform the yellow color of teeth to white. The campaign employed a full-funnel execution strategy on Amazon's platform, targeting users likely to purchase premium toothpaste identified using Amazon rich shopping signals. The marketing approach included awareness-building through Amazon MX Player video ads and live commerce partnerships, consideration-driving static ads on Amazon and DSP 3P, and conversion-focused sponsored search ads on Amazon. The awareness campaign achieved impressive results, including 91% video completion rates, 1.2% click-through rates (CTRs), and significant improvements in aided awareness (+13) and purchase intent (+14). A groundbreaking aspect of the campaign was the first-ever live commerce activation for the brand, which garnered high visibility on the Amazon app along with promotional posts on Instagram. This initiative achieved record-breaking CTRs, 1.7 times higher than CPG benchmarks at 2.8%, and top-tier engagement with an average view duration of 149 seconds. The brand adopted a comprehensive search strategy, ensuring top slot visibility for 100 category keywords with high to medium search volumes. This approach ensured maximum visibility for the product across various search terms related to toothpaste, whitening, and the Colgate brand. The campaigns executed generated over 277 million impressions through keyword search and static ads in the OND'24 period. Notably, search ads contributed to approximately 51% of the overall product offtakes. The launch was a resounding success, with Colgate Visible White Purple becoming a bestseller in its launch quarter – a first for the oral care category. The product's contribution to Colgate's business saw a significant increase, jumping nearly threefold from the first to the second month of launch (September to October) and garnering up to 12% offtake value contribution.