WhatWhatWhatWhat increasesincreasesincreasesincreases fansfansfansfans andandandand engagementengagementengagementengagement

1. Sampling

2. Content

• Educational

• Fun

• Live Streaming

3. Celebrities endorsement

4. Engagement of Social influencers in events and press kits

Brand building in digitalBrand building in digitalBrand building in digitalBrand building in digital

Business Background

� Main competitor: Colgate (~70% share in paste national)

� Oral-B paste has been growing consistently behind a strong masterplan filled with product launches and

innovations, but paste awareness is still an opportunity as the brand has launched the category in Brazil

only 3 years ago. The strength behind Oral-B brand comes from Brushes, the most used brush by dentists,

but because of supply the leadership was lost 2 years ago and is on the way to be reestablished now.but because of supply the leadership was lost 2 years ago and is on the way to be reestablished now.

Vision: own social media within Oral Care brandsOral-B has to be the one brand consumers think of when they want/need to talk about their oral health.

Why social?

� Strong affinity with the target

� Fastest growing media segment in the country and best ROI

� Opportunity to create a relationship platform in order to be closer to consumers

� No other oral health brand in Brazil plays strongly in social media.

OralOralOralOral----B Brazil Digital PathB Brazil Digital PathB Brazil Digital PathB Brazil Digital PathFY1011

FY1112

Twins Double thanks Dentist’s Day Test it Yourself

FY1213

Venus Venus Info graphic Dentist’s Day Olympics

Athenas Gisele’s Strip Dentist’s Day 3D W Consumer promotion

Digital MasterplanDigital MasterplanDigital MasterplanDigital MasterplanFY 1213 & 1314

3D White launch3D White launch

Paste iMediaPaste iMedia

Gisele’s StripGisele’s Strip

NYE PromotionNYE Promotion

NYE social contentNYE social content

3D White leverage3D White leverage

New viral videoNew viral video

Brides planBrides plan

Microsoft content planMicrosoft content plan

Givenchy launchGivenchy launch

Paste iMediaPaste iMedia

WS iMediaWS iMedia

Kids brushes in Kids brushes in Kids paste & power Kids paste & power

JAS12JAS12 OND13OND13 JFM/AMJ13JFM/AMJ13 OND13OND13

Kids brushes in Kids brushes in

social mediasocial media

Kids paste & power Kids paste & power

in social mediain social media

Complete viral videoComplete viral video

Regimen iMediaRegimen iMedia

ProPro--Health iMediaHealth iMedia

Clinical Protection launchClinical Protection launch

FB tab executed

FB under design

FB planned

Hotsite executed

Brazil digital

initiatives review

Brazil digital

initiatives review

�First campaigns were iMedia only

� Objective was mainly awareness and they redirected to the brand website.

� They helped to build the ATL initiatives also in the internet.

First initiativesFirst initiativesFirst initiativesFirst initiativesTwins, Double thanks and Dentist’s dayTwins, Double thanks and Dentist’s dayTwins, Double thanks and Dentist’s dayTwins, Double thanks and Dentist’s day

Test it Yourself

Test it Yourself� Test it Yourself commercial innovation is the BIG IDEA evolution from “Developed with dentists” used to

launch paste in Brazil into “Recommended by celebrities’ dentists” behind a dentist-patient challenge

format. It was the first campaign for the brand with celebrities in Brazil. It explored celebrities with their

dentists to challenge consumers to try the new Oral-B Pro-Health paste.

� Oral-B Pro-Health Brush, Paste & Rinse were awarded the Product of the Year prize, chosen by

consumers as the biggest innovation products in 2010. The prize was used in TIY campaign as a supporting

message with the claim “Elected Product of the Year by consumers. Chosen by celebrities. Now test it

yourself!”.yourself!”.

Mar11 Apr11 May11 Jun11

Digital activities masterplan

Facebook friends’ invitation tool

contest for the sampling request

Celebrities

challenge

Website update & Sampling request

Twitter,

Blogs &

iMedia

Plan pillars:

On demand sampling

� Objective: deliver 100M samples in 7 months

Digital Test it Yourself

� Engage consumers to try the new Oral-B Pro-Health

Relationship establishment

� Launch Oral-B Facebook fanpage with fast growing fans

base: objective – reach 100M fans in 6 months

Test it YourselfBrand website: adapted for the campaign

with new banners and content

� Main banner had the call to action for the

sampling request and took consumers to

Facebook (or to an external app for those

who didn’t have a Facebook account)

� Side banners communicated the Product

of the Year prize, which had an internal page

dedicated to explain the methodology and

indicated the awarded products.

1

indicated the awarded products.

Media support:

A) TV copies with celebrities calling

consumers to the online sampling request

B) merchandising at Faustão TV show (one

of the biggest TV shows in Brazil) also

inviting consumers to request a sample

A)B)2

Test it Yourself

Facebook launch: from the start, Oral-B fanpage

had consumer contests to ensure engagement

� Sampling request

� “Tell your friends” share tool contest (after

requesting your sample, you could send a

message to your friends via a sharing tool app

inviting them to also request their sample – the

consumers with more friends registered won Oral-

B kits + iPods)

� Celebrities videos-based contest (our

3 Facebook wall messages

sent via the saring app tool

for the Boca a Boca contest

Video contest with

celebrities disguised as � Celebrities videos-based contest (our

celebrities were disguised as dentists assistants

and helped their dentists to orient consumers in

Rio de Janeiro. To participate on the contest, you

should watch the videos of the orientations and

guess for how long our celebrities would be

unrecognizable)

celebrities disguised as

dentists’ assistants.

Videos for:

1) Tutorial explaining

the game

2) 8 videos to guess

the time (2/week)

3) Results videos

Test it YourselfDigital Media:

A) Facebook ads: different adds for sampling and celebs contest in

facebook internal pages

B) Blogs & Twitters: celebrities’ contest seeding in famous blogs and

Twitters profiles using the hashtag #deBocaAberta.

C) iMedia: banners with videos of the celebrities calling consumers to

the challenge – we recorded different capsules of Cauã & Isis telling

consumers about the new contest they are participating and asking for

people to bet in them

4A)

B)

Supporting platforms: YouTube brand channel & Twitter profile to

answer consumers posts/comments in the same platform where the

questions where made.

5 C)

Facebook

� Top 5 consumer Brand fanpages in Facebook Brazil after 2 months

� Over 580M invitations via facebook app share tool for the sampling

request

Sampling

� 430M samples delivered in 4 months vs. 100M objective in 7 months

Search

� Consistently above Colgate in Google search since campaign launch,

which had never happened before

Test it Yourself - Results

which had never happened before

Website

� Over 1.3MM page views of the website

� 8x more unique visitors/week vs. before the campaign launch

Venus

Venus

�Venus consisted in the launch of Clinical Protection line up (Gum & Sensitive pastes and Clinical rinse)

beneath the most advanced technology of Oral-B. The hero SKU chosen was Gum Care paste, as gingivitis

is still a “white space” benefit to be explored.

� In order to evolve the “celebrities + dentists” big idea, we brought together Luciano Huck (TV show

host) and Dr. Fabio Bibancos, founder of the famous dentist NGO “Turma do Bem” (which we started to

support). The big idea evolved to “1 out of 2 Brazilians has gingivitis” and we created a movement

against Gingivitis called “Campanha Boca a Boca Contra a Gengivite”.

Plan pillars:

Awareness

� Build awareness of the problem / what is gingivitis?

Education

� Educate consumers about the solution

Engagement

� Engage consumers on the word of mouth campaign

Venus

1Brand website: adapted for the campaign

with new banner and content

� Main banner had the call to action for the

sharing tool (consumers could alert their

friends about gingivitis)

2iMedia: focused in building awareness of the problem and

calling people to share the campaign.

� Main portals with special interventions

� Facebook ads with different messages (Michel Teló

support, Dr. Fábio Bibancos, Luciano Huck, etc)

� Innovated in Facebook new format: logout page (among

the first 5 brands in the world to execute)

3Social Media:

� Sharing tool: consumers helped in the awareness

campaign / word of mouth

� Educational content: infographic fun video

� Michel Teló interaction: 15 posts in his FB profile

about Boca a Boca campaign (w/ videos and music)

Venus

Mobile & Consumer Generated Content:

� 1st mobile execution: Instagram plan (#instamissionoralb)

� Best pictures were daily updated into the brand’s Facebook

profile image

� Best picture won a product kit

4

Venus - ResultsFacebook

� Increased 600M fans, up to 650M total

� 6M people shared the Boca a Boca campaign content

Infographic video

� Over 200M views with only 1 media effort (Facebook logout page)

� Over 65MM impressions of the video

iMedia

� Almost 400M views in all campaign videos

� 210MM impressions in banners

� Over 900M clicks

Athenas

Plan pillars:

AthenasAthenasAthenasAthenas

� Athenas is the launch of 3D White line up (paste, brush and Whitestrips) under a fresh beauty

positioning for Oral-B in Brazil. The introduction of a new category with Whitestrips represents a strong

innovation opportunity for the brand, while at the same time reaches a new consumer: passionate.

� The big idea behind this launch is “A beautiful smile can make your wishes come true”, which is being

explored via the top model Gisele Bündchen. The concept is to communicate amazing whitening in just

3 days and lasting results.

Plan pillars:

Beauty Press & Bloggers

� Early and strong engagement of the specialized press, which is a very relevant KOL for this target

Social Brand

� Grow disproportionally in social media engaging into the beauty conversation and establishing

Oral-B as the most relevant brand in this space

E-Commerce

� Start playing in e-commerce in a relevant way

Athenas Athenas Athenas Athenas

1 Brand website: different banners for each

phase + content about each product. Main

banner has the call to action for “Buy it Now”

2 Brand content: high volume of content constantly

being updated in the platforms:

� Different videos of Gisele

� How to use videos and pictures / step by step

� Making of content (pictures and videos)

AthenasAthenasAthenasAthenas

3Bloggers:

� Event for 60 journalists/bloggers with

content about “The smile science”

� Press kit with products and beauty gift

� Sponsored posts in beauty/fashion blogs

with before/after pictures

4 Viral Video: we shot a very simple, but very glamorous and

fun video of Gisele presenting Whitestrips to build

awareness online. We invested in iMedia in Youtube (pre-roll

format) and the video turned viral, reaching 12MM views.

� A teaser of the video was presented at PR event

� 24h before the release we did a countdown in Youtube

� We auctioned the dress Gisele wore for a beneficent

cause via a consumer contest

AthenasAthenasAthenasAthenas

Social Media: brand and celebrities social

media were explored as a strategic tool to build

awareness and also leverage e-commerce.

� Mid/long term conversation calendar

� Posts linked to online and offline campaigns

� Promoted posts into Gisele’s profile

� iMedia in Gisele’s website

� #3DWhiteParty created for the PR event

5 6 Search & iMedia: Support for all phases with iMedia (launch,

Gisele’s Strip, dress auction, consumer promotion, etc)

� Search with key words defined for each phase

� Media in main portals with special executions

� Partners with strong coverage in small sites (long tail)

� Google in a Day: all Google platforms blocked one day

� 100% of iMedia with BUY IT NOW

AthenasAthenasAthenasAthenas

7 E-Commerce: dedicated plan to e-commerce since

launch with different phases and special focus.

� Exclusive 2-week online pre-sales of Whitestrips

� iMedia on retailer in 7 customers with e-content

� Blue day: together with Gisele’s strip, 7 customers

launched the iMedia plan in one day

� Posts in social media with the BIN call to action

8Consumer promotion: in order to increase

consumers’ engagement, we launched 2 different

contests: the auction of Gisele’s dress and a New

Year’s Eve promotion that would take 4 consumers to

Copacabana Palace. The promotions were supported

by iMedia, social media posts in the brand and in

partners profiles, blogs and press releases.

Athenas Athenas Athenas Athenas ---- ResultsResultsResultsResults

Facebook

� Increased +1.4MM fans, up to 2.1MM total, being the biggest Oral Care fanpage in the world

� Engagement rate increased considerably during the whole campaign time

Viral video

� Gisele’s Strip reached 12MM views in 6 days

� Excelent comments in Youtube regarding the video

iMedia & Social MediaiMedia & Social Media

�iMedia in 30 days: 1.6Bi impressions; 26MM users impacted; 1.4MM clicks

� Social Media for the Strip in 6 days: 4MM impressions of the hashtag #StripdaGisele

E-commerce

�In 30 days, 6.4MSUs of Whitestrips were sold online, vs. 0.2MSUs of total Oral-B before the plan

� Online sales represent 4.3% of total Whitestrips (vs. avg. 1% of total P&G products sold via e-commerce)

� “We already sold more than 490 units of Whitestrips until now, in less than 20 days. It is a

sucess case to use as example for other launches.” Walmart buyer

Main learningsMain learningsMain learningsMain learnings

Listen & answer

Listen to what consumers talk in the web.

Search for comments on your brand and

on competition. Always answer in the

same platform consumers asked. Don’t

ignore them and only erase a comment if

disrespect sP&G social networks policy.

Be online at all times

There are no weekends /holidays in the Try it first, but don’t put it on holdPut yourself in the user’s place

Always think with your consumer and user

What is offline is online

Be prepared for offline news to affect your

online strategy. A product recall

communicated ATL, your celebrity

behavior in another brand event and

product defects can make noise online.

Envolve ER/CR teams whenever necessary.

Be aware of your publics

You might not be talking to consumers

only. If you have a KOL online, like the

dentists community, be carefull to address

them as well. Anything that goes wrong

offline can affect how they treat the brand

online.

There are no weekends /holidays in the

web. If your social media platforms are

crowded, you might need staff prepared

to work at weekends, specially if it is a

busy period for the brand (i.e.: consumer

promotios). Don’t end a consumer contest

in a weekend (no 0800 available)!!!

Try it first, but don’t put it on hold

Be sure you have tried your apps and

revised your videos/arts as much as

needed, but don’t postpone your plan if

you are at 80/20 when it is time to launch

– you can adjust things online.

Get people’s opinion

After you tried, ask other people to try the

platforms you want to launch. They might

have valuable inputs.

Put yourself in the user’s place

Always think with your consumer and user

mind. You need to make things very easy

to guarantee engagement. Simplify the

rules and the platforms, specially if it is a

contest. Hard-to-understand contests tend

to have low engagement.

Be very transparent

Everything online can escalate very fast, to

the good and to the bad. Be very

transparent when answering complaints

about products or contests. A

misunderstanding can affect your brand’s

reputation.

You can try live

There are some medias, like search and

Facebook ads, that allow you to check the

performance in real time and adjust the

plan if necessary. Try to have different

options of ads and check what works

better so you can optimize your budget.