ABOUT

To launch Colgate Max White Ultimate premium whitening toothpaste, we uncovered a human truth: the selfie generation had perfected the ‘pout’ in photos because they lacked confidence in their smile, and many were fed up with the fake façade. Nowhere was the pout more synonymous than on the London Fashion Week catwalk. So we staged the first #PoutFree runway and ignited a #PoutFree movement.

Time frame of the project: January – March 2020

Situation Analysis
Colgate turned to PR to launch the UK’s first premium whitening toothpaste. Our campaign needed to convince consumers a truly white smile is possible, and they could show it off.

Objective
Position Max White Ultimate as a new beauty essential. Drive awareness, social engagement and purchase consideration via earned media; no paid support at launch

Strategic considerations
Surveys revealed 40% of women avoid smiling in photos. We tracked a 22% increase in social conversation on “the pout look” over 6 months. Social conversation on inauthentic too-cool-for-school “pouts” had increased 134% and 5% in media conversations. Then the idea hit us: nowhere was the pout more prominent than on London Fashion Week catwalks. We’d hijack a catwalk with smiling models and create a national media moment to convince consumers to go #PoutFree with our toothpaste.

Details of the implementation
-Partnered with designer Richard Quinn, the Queen’s favourite, to turn his LFW catwalk #poutfree.
-Teaser mailer invited media/influencers to ‘smash’ a chocolate pout they received, revealing a white smile and product.
-Models trialled product and surprised the runway with dazzling ear-to-ear smiles.
- 440+ media & influencers enjoyed our Colgate X Richard Quinn official #PoutFree after-party, staged to capture IG-perfect #PoutFree photo moments

Results
Our #PoutFree fashion moment garnered unprecedented Colgate media coverage positioning MWU as the beauty essential.
- 190 media placements;1 billion+ impressions
-With rise in #PoutFree smiles on social media, we tracked a 74% decrease in negative conversation on the pout
-Influencer campaign exceeded all industry benchmarks:
Social reach in 2 months: 1.2M (with no paid buy)
Average actual reach vs potential reach = 12%
Average engagement rate = 2.51%
Average IG story engagement rate = 0.56
Story ‘swipe up’ = 1.14%
Influencers snapped/shared 500+ smiling pictures; issued a #PoutFree challenge to followers
230 UGC posts used #PoutFree and @ColgateUK