Post by account_disabled on Mar 14, 2024 0:46:50 GMT -5
We at Pop Up Magazine have often talked to you about how companies are facing the change in tendency to open up to a new Digital Marketing Strategy, in order to make this type of strategy the basis of their advertising activity and more. After the examples of Ustra, Nescafé and Thomson , today we talk to you about Colgate which, having quickly understood the current trend, decided to open up to change without fear. As? We'll explain it to you now! Colgate Digital Marketing Strategy Without a shadow of a doubt, Colgate has always been an active and proactive company on the international scene, and now that trends are changing, it has decided to ride the wave of digital marketing as much as possible. Colgate has well understood that we find ourselves in an always-on world, saturated with digital media of all kinds: a very complicated reality to manage.
Added to this is the company's desire to deal with a new target, which coincides with the Find Your Phone Number one that has most to do with digital and the new media that characterize it: millennials. In light of all this, Colgate Optic White , the new product, has enclosed everything in an offer that is characterized by a totally digital-centric launch campaign, with YouTube channels, TrueView Ads, displays, TV and in-store. Above all, YouTube was a fundamental medium for the launch of the product, complete with Stars dedicated to the channel itself. Since the beginning of the project the media, creative and Google teams have collaborated closely with the Red Fuse agency in the 'BrandLab' hub. Steve Forcione, the CEO of Red Fuse, speaking at the Digital Training Academy stated: “Our creatives, media team and strategy team worked shoulder to shoulder to get the job done.
They all did it together around a specific brand challenge, rather than having an assembly approach. That's why Google was also invited to join the team. Only if we all work together can we create innovative ideas.” colgate-optic-white-review-mainphoto The first work that was done, in close collaboration with BrandLab, was to study the target audience in depth from every point of view, starting from their peculiar characteristics and going so far as to study their free time activities, how they communicate, what they give importance and, in light of this, they tried to understand what was the best way to reach them and "engage" them . Following all these reasonings, and in order to be as attractive as possible to the target, Colgate decided to completely embrace a digital marketing strategy that would somehow overshadow traditional advertising media, such as TV and print media.
Added to this is the company's desire to deal with a new target, which coincides with the Find Your Phone Number one that has most to do with digital and the new media that characterize it: millennials. In light of all this, Colgate Optic White , the new product, has enclosed everything in an offer that is characterized by a totally digital-centric launch campaign, with YouTube channels, TrueView Ads, displays, TV and in-store. Above all, YouTube was a fundamental medium for the launch of the product, complete with Stars dedicated to the channel itself. Since the beginning of the project the media, creative and Google teams have collaborated closely with the Red Fuse agency in the 'BrandLab' hub. Steve Forcione, the CEO of Red Fuse, speaking at the Digital Training Academy stated: “Our creatives, media team and strategy team worked shoulder to shoulder to get the job done.
They all did it together around a specific brand challenge, rather than having an assembly approach. That's why Google was also invited to join the team. Only if we all work together can we create innovative ideas.” colgate-optic-white-review-mainphoto The first work that was done, in close collaboration with BrandLab, was to study the target audience in depth from every point of view, starting from their peculiar characteristics and going so far as to study their free time activities, how they communicate, what they give importance and, in light of this, they tried to understand what was the best way to reach them and "engage" them . Following all these reasonings, and in order to be as attractive as possible to the target, Colgate decided to completely embrace a digital marketing strategy that would somehow overshadow traditional advertising media, such as TV and print media.