Case Study: Colgate drives engagement and sales with TikTok for Business

Utilizing a clever Gamified Branded Effect to drive traffic and sales during World Smile Day

Colgate partnered with TikTok for Business to celebrate World Smile Day and boost traffic to its Shopee product page across Indonesia, the Philippines, Thailand, and Vietnam. The brand needed a campaign that would create awareness, encourage participation, and drive consumer engagement with its oral care message.

TikTok for Business launched the #WinWithASmile Branded Hashtag Challenge, featuring a first-of-its-kind Gamified Branded Effect, creator partnerships, in-feed ads, TopView placements, and a 6-day coupon rewards program. The campaign delivered 1.2 million participants, 2.2 million video creations, and 2.2 billion video views, while Brand Lift Study results showed a 14.77% lift in awareness in Indonesia, a 10.44% lift in purchase intent in Vietnam, and a 42.85% increase in ad recall in the Philippines.

Colgate