Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category : B12. Most effective Retail Commerce campaign

Campaign Name : Colgate VW Purple: Success Through Live Commerce

Brand Name : Colgate Visibile White Purple

Agency Name : Amazon Ads

Results

The Colgate Visible White Purple campaign achieved remarkable success through its innovative digital marketing approach on Amazon. The campaign delivered exceptional results across multiple metrics: Brand Performance: - 13-point increase in aided awareness - 14-point increase in purchase intent - 71% of users were new to brand - 12% sales contribution to Colgate - 3.6x sales growth from launch to second month - Achieved bestseller status in launch quarter (first-ever achievement) Engagement Metrics: - Generated 277M+ impressions - Reached 59.3 million users - Achieved 2 million product considerations - 2.8% clickthrough rate (1.7x higher than CPG benchmarks) - 149-second average view duration - 91% video completion rate on MX Player - Search ads drove 51% of total sales across 100+ keywords ROI and Efficiency: - Delivered 2.97:1 ROI on conversion-led campaign components - Campaign effectively utilized Amazon's full-funnel approach combining Live Commerce, Amazon MX Player, and platform display ads - Successfully targeted premium consumers through sophisticated data-driven strategies The campaign's comprehensive digital approach transformed a premium product launch into a category-leading success story in the Indian market.