Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A14. Best Mobile Messaging Campaign: SMS, MMS

Campaign Name : Colgate Oral Health Movement: Turning WhatsApp Into India’s Oral-Health App

Brand Name : Colgate India

Agency Name : Wavemaker India

Results

Concept: India’s oral-health gap wasn’t due to lack of intent it was due to lack of access. Colgate realised that to drive behaviour change, it needed to shift oral care from information to interaction. The idea was to turn a simple smartphone activity into a compelling experience that made people want to check their oral health. By transforming WhatsApp into an interactive, app-like screening tool, Colgate created a mobile experience that felt useful and rewarding. Innovation: Colgate launched an AI-powered interactive “oral-health app” inside WhatsApp. Users uploaded three-month photos, answered quick lifestyle questions, and received an AI-generated Oral-Health Score. The journey behaved like a game: instant feedback, personalised scoring, progress indica+B4:B5tors, and nudges that encouraged users to “level up” their oral health. Influencers shared their scores, turning the experience into a social challenge. System also mapped participation across 16,000+ pincodes, enabling precise follow-ups and personalised recommendations. Execution: WhatsApp experience functioned like a lightweight diagnostic tap, upload, score, improve. Conversational ads opened directly into the screening, while 800M+ QR-enabled packs acted as app entry points. On-ground dental camps redirected people to the mobile experience. Results: WhatsApp experience functioned like a lightweight diagnostic tap, upload, score, improve. Conversational ads opened directly into the screening, while 800M+ QR-enabled packs acted as app entry points. On-ground dental camps redirected people to the mobile experience. CRM reminders encouraged users to return, improve their score, and complete recommended actions, increasing repeat engagement.