Case Study: Colgate Drives Awareness and Engagement with TikTok for Business

Driving awareness for its “Love” toothpaste by spreading the #ColgateKiss

Colgate partnered with TikTok for Business to promote its “Love” toothpaste during Southeast Asia’s 12.12 shopping season. Facing intense competition from brands offering heavy discounts, Colgate needed a way to stand out and build longer-term product affinity rather than just drive a short-term sales spike.

TikTok for Business launched a #colgatekiss Hashtag Challenge in Thailand, supported by a clickable Branded Effect, plus TopView, Brand Takeover, and In-Feed Ads to expand reach. The campaign generated over 23.6 million video views, more than 43K submissions, around 63K user-generated videos, 764K+ click-throughs to the product page, and a 4.42% engagement rate, helping Colgate boost both awareness and purchase intent.

Colgate