This Colgate ad shows the interactions representatives of the oral health brand had with UK locals during a promotional event.
To involve people of all ages and backgrounds, the brand put up a large billboard in a busy shopping center. The background was red and the white lettering that covered it read: "Keep Britain Smiling." Representatives of the brand invited those passing by to take a photo in front of the billboard, as part of an effort to collect and share the many different smiles that make up Britain. Polaroids of the shots were offered to participants and digital versions were uploaded to the brand's Facebook page.
In addition, people were given gift bags that contained some of the brand's products, so that they could try them out at home and share them with family and friends.
Key Themes Behind This Trend
- Interactive Brand Activations
- Creating engaging and interactive experiences for consumers to connect with a brand and share their experiences.
- Community-centered Marketing
- Incorporating local communities in marketing campaigns to foster a sense of belonging and inclusivity.
- Digital Content Sharing
- Leveraging social media platforms to share user-generated content and increase brand visibility.
Where This Applies
- Advertising and Marketing
- Opportunities for brands to create innovative and memorable campaigns that resonate with consumers.
- Consumer Goods
- Utilizing brand activations to promote and distribute products to target audiences.
- Social Media
- Platforms that facilitate the sharing of user-generated content and provide opportunities for brand exposure.
