Colgate's new campaign, "Smile," shows that mixing social media with traditional advertising can boost sales by linking the online community to outdoor marketing activities. Colgate is using a
dedicated Facebook page where users can upload pictures of themselves smiling. These become collage posters which can be seen in supermarkets, shopping malls and other point of sale locations.
Analysis shows users are more likely to discuss purchasing toothpaste as the campaign goes on. The campaign also is having a positive impact on brand image: users identify Colgate with a sense of
community and "fun."
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