#ColgateVedShaktiOilPulling

Colgate’s Objectives

The unique nature of the category was one that required a lot of education, one which could not be effectively achieved via traditional one-way advertising. Since the category of Oil Pulling itself was not well understood, the brand had a dual task of establishing the category while building preference for itself at the same time.

Further, they wanted to understand the perceptions, queries & concerns that consumers had when exposed to this concept, which would help them to also define a further approach on category creation.

Our Approach

Through our conversation insights & surveys, we found that:

(a) Despite 100% awareness of Colgate as a brand, Colgate Vedshakti Oil Pulling only had a 25% awareness
(a) More than 80% Oil Pulling consumers used Coconut oil instead of any consumer brand
(b) Oil Pulling itself formed less than 1% of total Oral Care conversations

The goal of campaign was to focus on creating conversations around the benefits of Oil Pulling, further amplified by merging of ancient tradition with the high brand trust around Colgate. This would involve not just education, but also encouraging users to share their thoughts, fears, and usage experiences to create constant conversations, leading to interest, intrigue & finally advocacy.

To achieve this, we selected the most relevant 50 Communities around Parenting, Lifestyle, and Health Communities with 1.7M Members that had over indexed affinity for Oral care issues & solutions.

We also conducted a Survey across these groups to understand user perception as well as to validate campaign performance.