Colgate Digital Strategy:

For Continuing Success

Target Audience & Key Messages: Quality Products

Target Audience & Key Messages: Oral Care Center

Target Audience & Key Messages: Bright Smiles, Bright Futures

Big Idea: Let our loyal customers help us. ● How? Use social media.

Have our loyal customers post why they love Colgate through a #ColgateAlways online campaign.

Customers will be encouraged to share why they love Colgate with #ColgateAlways on Facebook and Twitter (the best posts will include pictures of them along with Colgate products)

Colgate will make a collage of these for their website and share individual posts on social media

Focus on Consumer Interaction:This campaign will want to get the best of the best reviews to

share

Their previous track record of great customer response will be a huge advantage

It is important to keep the positive impact of Colgate’s social media channels intact as #ColgateAlways is introduced

Inform that Colgate wants to know why Colgate is special to YOU (the consumer)

Tools & Tactics to Reach Success:

1.Colgate’s Mobile Strategy

2.Responsive, Consistent

Website

3.Minor improvement to

website font display

4.Add About Us section

KPIs, Metrics & Measuring Success:❖ Website Effectiveness (tracking & click through

rates)

➢ Product search by type or by product line

❖ Reach

➢ track social media posts with profits & provide a look into audience growth rate

❖ Engagement

➢ insight to when customers are viewing Colgate’s social media pages, leads to more effective timing of posts

Especially important for #ColgateAlways campaign- tracking click through rates from social media platforms to the website

Budget:

❏ $100,000 Budget❏ $45,000 - search engine marketing❏ $35,000 - display advertising❏ $15,000 - social media marketing❏ $5,000 - email marketing

Summary:

● Add “About us” section to website & Font Adjustments

● Improved Email Marketing Strategy

● #ColagateAlways - spreading the love of colgate products to allow the brand to promote itself