Colgate-Palmolive Campaign Delivers Over 98,000 Trials:
With the launch of its newest product, Palmolive wanted to gain recognition for its efficacy as well as the absence of unnecessary chemicals or heavy fragrances. The BzzCampaign for Palmolive Pure and Clear not only got the word out, but also drove trial and sales impact along with long-term advocacy.
Goal: Drive Targeted Trial, Awareness and Sales
Palmolive needed to increase awareness of its newest product, Pure and Clear and came to BzzAgent to drive trial, advocacy, and sales.
Campaign Strategy: Exclusive Experience and Targeted Product Trial
7,500 Agents, ages 25-54 participated in the campaign. They were given a BzzGuide with product information and activities, their own campaign home page with guided activities and social media integration, a full size product sample, 8 pass-along samples and 20 $1-off coupons to share and Bzz with.
Results: Strong Trial and Continued Advocacy
- The campaign reached over 430,000 people
- 89% of those reached had not previously heard of the product, introducing new consumers to the brand
- Increased positive online word of mouth for the Palmolive brand overall
- 98,000+ people tried the product as a result of the campaign
- The BzzCampaign successfully reached new customers and drove incremental sales, resulting in positive ROI for the Palmolive brand
- Over 75,000 purchases were made